Sky's Sophie Ridge says that
if Nigel Farage wants a well-established party with a grip on Westminster in the long term, a coherent message across the country is imperative.Why?
Mixed messages have served the Lib Dems well for years in different parts of the country. But then they went into government and could only have one set of policies. If Rochester is any guide - the Lib Dems polled 349 votes, far behind the Greens' 1,692 - a uniform message may be the last thing a protest party needs.
And UKIP's policy positions are - ahem - in flux. No one knows what their super-salesman leader will say from one week to the next. That's an argument in favour of trying out different policies across the electorate. Ken Clarke suggested on last night's Question Time that Douglas Carswell's calibre may in time bring some depth and coherence to UKIP's policy offering - and then, with his usual affable geniality, proceeded to torpedo him by saying he had more ability than Nigel. You're a marked man now, Douglas, just as Ken intended.
The most important performance yesterday didn't come from Mark Reckless, but from motormouth Emily Thornberry, with her tweet of Dan Ware's house and van. No doubt the rich Islington dweller was genuinely amazed by what she saw, but that makes it far worse, as several Labour MPs quickly spotted. As Mr Ware pointed out, she hadn't even had the courtesy to ask his permission before tweeting the picture of his house and his van (complete with vehicle registration number).
(Nor did the people who then gleefully tweeted a picture of Ms Thornberry's large house in Islington, but she's in public life. She doesn't seem to think that little people deserve personal courtesies from her.)
Ms Thornberry's reckless tweet quickly went viral. Would the mass media pick it up? Indeed they did, making comparisons with Gordon Brown's notorious Gillian Duffy blunder.
This reinforces Labour's growing image as a remote, metropolitan élite.
We already know Labour's leaders are imposing their dynasties on their captive lower order voters. What now?
How about more pictures of Labour leaders' big houses? The Tories can't campaign on this, as their MPs own some substantial properties themselves. But this campaigning could pay dividends for UKIP.
So let's see UKIP get out there and take pictures of Labour bigwigs' expensive houses. Let's see where the people's leaders live. Let's see how authentic they are.