Intriguing poll in The Times and The Sun today suggesting a healthy lead for Alex Salmond's SNP in the Holyrood election contest.
Both papers treat the Ipsos MORI finding of an apparent ten point lead with duly apocalyptic language, tailored for their readers: "unassailable" in the Thunderer, "whopping" in the currant bun.
Self-evidently, this will occasion constrained delight in the SNP camp and measured gloom on the Labour side.
But, as ever, there are caveats to be lodged beyond the customary one that polls can be wrong.
Firstly, the pollsters themselves note that roughly one third of their respondents indicate they have yet to fix their final position, that they may change their minds before May 5.
Secondly, even an accurate poll may not translate uniformly across Scotland. The "ground war" can mean that individual constituencies and even regions buck an apparent trend, with potential impact.
These days, that ground war is exceptionally sophisticated.
Voters are asked about their circumstances, their predilections, their place in society. Individual respondents will then receive targeted messages, precision leaflets.
From that, a mosaic picture of a constituency develops, far more subtle than the old-style canvassing which tended to settle around: Yes, No, Maybe, Don't Dare Darken that Door.
Liberal Democrats, in particular, have proven adept in the past at securing individual victories in the face of apparent difficulties.
It is a skill they may require in these elections
However, more generally, it is arguable that the momentum may lie with the incumbent SNP.
While expressing considerable caution, their own strategists attribute this to their increasing stress upon the Scotland-wide pitch of "Alex Salmond for First Minister."
To be frank, they believe that their guy is a better sell when voters are settling down, seriously, to consider their options.
Much of the election "air war" can, frankly, appear as noise to voters who are, understandably, preoccupied with other matters.
But persistent elements emerge.
The SNP believe their guy is a constant factor within that clanjamfrie, a political lodestone.
Naturally, that is disputed by Labour. They argue that Iain Gray is steadily gaining a good reputation with the voters as he gets around key constituencies, as he appears on the telly.
They reckon folk warm to him.
Ditto, of course, the Tories and Liberal Democrats.
Indeed, the Tories in particular are leaning more and more upon the perceived persona of their leader as the campaign progresses.
A fun fortnight to come.