Politics can be very superficial. The spin merchants are firmly in charge. The spin is the only thing that matters rather than substance.
Take the labour leader Ed Miliband. He is doing unbelievably badly. Even before the EU veto boost he was trailing David Cameron. At a time when people are terrified of losing their jobs and the economy in general it's shocking.
Now it's not really a surprise as Ed has never been popular. He lost the vote for leadership from his fellow MPs and MEPs, and the general membership of the party. These people, including those who know him best, didn't want him as leader. They knew he wouldn't chime with the people.
And so it has proved.
Ed is only labour leader because he is the unions creature and they used their undemocratic block vote to foist him on a reluctant party.
Apparently it's our fault we see him as a weird, tongue tied, unimpressive, loser. It seems we are so stupid that we need more spin rather than being able to see how much of a loser Ed is.
Rather than it being the politicians fault it needs more spin and propaganda.
Not only are too many politicians vacuous they think the rest of us are even worse.
The simple fact is that we see Ed as a weird loser because that's what he is. Spin won't fix this.