Why don't the Conservatives spell out their plans?
I have spent the day filming behind the scenes with David Cameron on the day he set out to reassure voters that planned Tory spending cuts would begin at the very top.
"Trust me," he said to his wife Samantha as they stacked the dishwasher after breakfast this morning. He was trying to reassure her about something she was worrying about. He was also, of course, articulating his message to the electorate as a whole.
The Camerons dare not say so, but they know they may not be living in their home that much longer if - and it is a big if - the electorate are not frightened off the Tories by his plans to rein back the size of government.
His speech added promises to cut and then freeze ministers' pay; to cut the cost of ministerial cars and to end subsidised food for MPs in addition to already-announced plans to cut the cost of politics.
When I ask him why he's making such a fuss about saving £120m when the national debt is measured in hundreds of billions, his reply was clear: leadership. He is planning to ask others paid from the public purse - including the BBC - to accept pay cuts and freezes.
I filmed in the office which David Cameron and George Osborne's advisers share; all are under strict orders not to compare it with the West Wing. In this room, they've been discussing plans not just for pay cuts, but also for a new privatisation programme and how to cut government procurement costs - and much much more besides.
So why, I asked the Tory leader, didn't he spell those plans out? Leadership, I suggested to him, was about being clear about the pain that voters - not just MPs and ministers - might have to suffer. Yes, he replied to my surprise, before promising to spell out more detail between now and the election.
We'll be waiting.