Like Barack Obama in the States, there is enough Prozac in the Cameron clichés to keep the party going. But what do they even mean? President Bush and Donald Rumsfeld were repeatedly put through the wringers for spouting gobbledegook, but even Bush’s most garbled phrase was not as question-begging as the average phrase from Mr Cameron.

Aside from his Blair-like habit of talking to the electorate as though it’s the first time they have heard English spoken, the Conservative leader’s statements seem more than a branding exercise: they demonstrate a rejection of basic conservative thinking. Two years ago Mr Cameron told a Google-organised conference that: “It's time we admitted that there's more to life than money.” I’m not sure that anyone who isn’t a politician ever had to “admit” that, but I am happy to admit that I’m not sure what Mr Cameron intends to do for me when he talks of the importance “above all [of] the strength of our relationships.”