"We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights"
The other like this:
"We hold these truths to be self-evident, that all men (and women!) are absolutely inseparably as good as each other at sports, that they are endowed by their Creator with a complete knowledge of the rules of basketball"
The latter would be an absurd thing to say, but would be easy to judge empirically. The former is a statement of a certain set of values - widely held, I'd hope, but nevertheless impossible to justify experimentally, beyond the fact that (again, I'd hope) most people have experienced in their lifetimes that it's nice when we all get along with one another.
Either way, they use the concept of 'equality' quite differently. I felt Dove actually captured this very succinctly, which is why I'm surprised it's been misconstrued twice now.