It is surely unashamedly playing that shallow media game to reinforce the notion that how our PM takes his holiday matters to us. Sure it might be interesting for the kind of people who are interested by Heat magazine, but I doubt they are interested for political reasons. He could Mr Famous-For-Being-Famous for all the Heat readers care.

But we can’t seriously think that we should criticise him as a Prime Minister for what he wears on the beech.

Some think otherwise, and even say the holiday snaps that were taken

seem to tell a wider truth, which is that Brown doesn’t understand the country he’s running.

Seriously.

I accept that this might be ‘just how it is’ – how media and politics work- but that doesn’t mean we have to like it and pretend it’s all ok.