There's a risk this election will eat itself: so much commentary, so little (so far) to comment about. By the end of each day, everything will have been analysed, tweeted and polled to death. All that remains is mockery. Which is what the first Newsnight of the official campaign resorted to: political editor Michael Crick shipping an ice cream van to Kent to remind Gordon Brown of his 2005 election appearance eating a '99 flake with Tony Blair.
It was either funny or demeaning, depending on your view, but either way it wasn't informative. There is a lesson here for all political journalists. We are so keen to mediate between the public and politicians that we risk failing to report. Comment (of which this is a part) is replacing news.
The key issue so far is a planned 1 percent increase in the British equivalent of FICA taxes. Yes, the Obama-Clinton showdown this isn't.
But in an almost-exciting moment, Gordon Brown visited a smoothie store today and just missed a potential landmine of a photo-op. Yes, below was the banner under which Brown campaigned today - but the press never got a chance to take the critical pic of the two together. Where are the Brit paparazzi when you actually need them? Photographic proof that Brown was right below the slogan is here.
It is, of course, an almost perfect summary of the Tory case against Labour and the real issue in the election: