David Cameron made his own face the apex of the Conservative Party’s first burst of electioneering. He stared out across Britain’s high streets and motorway overpasses with a giant airbrushed glower of concern, while the word ‘Conservative’ was tucked away on the posters in small letters, like a slightly embarrassing smell. There’s a reason for this: the reality of the Conservative Party today severely punctures Cameron’s central pitch – and he knows it.
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