There has been much play in the papers about David Cameron inviting a camera crew to film his family eating breakfast.
The Daily Mail for one judged that it was 'a swipe at Gordon Brown who is visibly uncomfortable talking about his private life and interests.'
Because like many politicians and public figures, Gordon Brown is wary of the media getting too close. As others before him have learnt, the media will be reluctant to leave your door once you have ushered them over the threshold.
The ITV crew were invited by Cameron for a tie-in with a Conservative announcement about maternity leave. However, the real message for the public was this:
Brown is odd and aloof, Cameron is a man of the people. Cameron understands you guys out there. Cameron understands your family life. Hey look, Cameron eats Cheerios and plays wih his kids. Not like that weirdo Brown. I wonder what Brown's family does for breakfast? Cold porridge and bible passages no doubt. Cold bloody porridge and miserable bloody bible passages.
Now putting aside the sheer desperation of parading your disabled child on the eve of a policy announcement, this piece of public relations grates to a painful degree. In fact ever since I saw John Gummer shove a burger into his child's unsuspecting face during the BSE crisis, I have become increasingly uncomfortable with politicians using their families for political gain.
Now I don't want to sound pious here. If Cameron really wants to pimp out his kids to the morning papers, then that's up to him. But if we have to sit here and suffer our national political debate descending into a battle of who's got the most fashionable kitchen, then something is going to go seriously, seriously wrong.