Shallow and manipulative strategies deployed by all parties are a consequence of the inability of most of the electorate to critically challenge the skewed garbage they are fed.
Parties may just as well be selling baked beans, package holidays, shampoo or toothpaste - the goal is the same - get a tick in the box (or money in the till).
It is about brand management - all that can be said is that the Tories have scored a massive own goal (or several of them) and made it easy for the opposition to be self-righteously superior. A little like a child who seeing a sibling misbehave says "mummy - isn't Johnny being naughty".
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