A reassuring chat
This was no conference rabble rouser.
More a reassuring chat from that nice clean-cut young man who just popped in to explain how he could mend the country (watch it here). His message? That the other lot aren't wicked, they've tried awfully hard - but they've made a bit of a mess of things.
His aim? To demonstrate that he'd thought carefully about what had gone wrong and therefore knew how to put it right - quietly, systematically and without flashiness. Ah yes, that was the point of today. Convincing voters that though he may be slick, and able to deliver a speech of over an hour without a text or autocue and with barely a glance at his notes, he's not flash.
The Tories spent this week spelling out and selling their policies. Today their leader tried to spell out and to sell who he is and what he would do. Forty three million voters may soon have a chance to decide if this is - as he claims - politics you can believe in.
First though, one man must decide whether to take him on. He's got just days to make up his mind.