Hilton's past overshadows Cameron's future. The man whom safe seats wouldn't select became the most determined foe of association autonomy. The green evangelist for social responsibility now commutes from California. The apostle of clarity and repetition of message is now presiding over a platform that is hopelessly diffuse. Cameron's pledge to maintain Labour's spending plans was supposed to be axiomatic; now it has been dumped. Even Ken Clarke is back - an admission that the Hilton strategy has failed. Though Cameron has maintained a precarious poll lead, he should be much further ahead of a PM whose economic strategy has been so discredited. Though public criticism has focused on the shadow Chancellor, George Osborne, privately there is disquiet about Cameron's reliance on Hilton.

One disgruntled Tory MP says: "When Dave looks into a mirror, he sees Steve because he knows he's not there himself." If that was ever true, it is no longer the case. Cameron doubtless felt he needed Hilton when the task was to "decontaminate the brand". Since 2005, however, Cameron has matured into a capable leader with confidence in his own judgment - but little in his party. Yet he is still saddled with an adviser who is utterly out of touch with the nation. All previous Conservative eminences grises have been servants, not masters. Hilton is a guru without a doctrine, a winner without victories - and a spin-doctor whom Cameron should by now have outgrown.