The reports tell of a seminal moment in the campaign. There is talk of radical change, of transformational tactics.
And what has happened to merit such analysis? The principal opposition party at Holyrood has decided to have a bit of a go at the party of government.
In normal circumstances, such an event would be routine. Thus far, this election has pursued a somewhat abnormal course.
Until yesterday, Labour has operated as if it wanted to rerun the UK General Election 2010.
Understandable, perhaps, given that they did rather well in that contest in Scotland (by contrast with England and Wales.)
The phrase most commonly heard from Labour lips has been "now that the Tories are back . . ."
They have talked of Tory cuts. By no means solely, but largely. They have warned of a Tory threat to jobs.
They have demonised the Conservatives, playing to what they believe remains visceral distrust of the party of Disraeli, Peel - and Thatcher.
They hoped thereby to position themselves as the party best placed to counter such cuts, to slay the demon.
And what of their view upon the SNP? The party of government at Holyrood? The party which defeated Scottish Labour four years ago? Rather popular leader, according to the polls?
Labour's phase one verdict was that the SNP were too "distracted" by independence to be able to offer much to the people of Scotland in the current circumstances, post the UK election which returned the Tories to (shared) power.
That is not to say that they sought to ignore the Nationalists entirely.
But they did seek to marginalise them, to play down their salience.
With what result? The SNP, it seems, have contrived to shrug off the handicaps assigned to them by Labour - and to build an apparently healthy lead in the polls.
Now, that might have happened anyway. Folk are now beginning to concentrate seriously upon the election.
Perhaps they simply prefer Alex Salmond to Iain Gray.
Party in power
But, in any event, Labour has concluded that a little recalibration is in order.
As a matter of course, we are assured that such a change of tack was always in preparation.
We are told that, having established the context of a UK Tory-led government, it is time to turn the fire upon the party in power at Holyrood.
Phase two. The wicked media, displaying more than the customary insolence, seem disinclined to accept these assurances.
Anyway, the "distraction" is now back at the core, for Labour. SNP = independence = "complete disaster", according to Ed Balls, the Shadow Chancellor, in Edinburgh today.
As for Alex Salmond, he appears to be taking a Kiplingesque attitude to phases one and two, meeting triumph (those poll indications) and disaster (today's Labour claim) in the same manner.
To be clear, Mr Salmond has not played the independence card much in this campaign, preferring to focus on such issues as green jobs and police numbers.
His justification for this is that folk are electing a Holyrood government - with a subsequent opportunity to decide upon independence if and when a referendum can be called.
Astute observers might recognise this tactic of deferral.
It was deployed with notable success by Labour in 1997 when voters were assured that there would be a chance to decide on devolution in a later plebiscite.
However, just as devolution was intrinsic to the Labour pitch of '97, independence as an objective is implicit in today's SNP offer.
An objective which, as Mr Salmond would aver, the Nationalists have scarcely hidden.
Will phase two work for Labour? Depends, as ever, upon the voters.
An all-out attack on independence was not notably successful in 2007 - although Labour contends that, post recession and banking crisis, voters are more open to an argument that Scotland could not afford to detach from the Union.
Against that, the SNP argues that there are many who, while not immediate, overt supporters of independence, are relatively tolerant of such an eventual outcome - or, at least, not scared off by it.
Plus the two parties differ on the interpretation of Labour, phase two.
Labour themselves say it is primarily a positive offer, contrasting their plans for jobs with what they say would be the damaging uncertainty of an independence referendum.
The SNP say Labour's tone is negative: inimical, they argue, to voters in search of reassurance and uplift.
As for the others, the current Conservative narrative is that Labour has "blown it" and that only a sizeable Tory presence at Holyrood can provide a check upon the SNP.
The Liberal Democrats offer Labour a mischievous welcome to the Holyrood campaign while stressing their own determination to focus upon individual issues such as preserving individual police forces.