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@RecoveryRide
One thing that no-one seems to have mentioned (or at least I've missed): a charismatic and convincing leader makes a big difference. Remember all the 'I agree with Nick' stuff years ago? I don't think it was Lib Dem policies people were voting for (in the main), more a (perceived) different tone and a personality. Starmer is certainly well qualified and - on paper - very competent but he doesn't exactly charm the birds from the trees or evince any great passion. Boris is a loathsome creature but he is a larger-than-life personality and (perhaps worryingly) appears to have genuine conviction in what he says. The technocrat vibe from Starmer I don't think sells well.