There are a ton of people on here who are vocally and openly sick of the Boris/Liz/Sunak era of Tories...
...but who I bet could never, ever bring themselves to vote Labour, Lib Dem or Green.
Why is this?
It's down to the politics of identity.
These are the folk who buy from Seasalt, Karen Millen etc, who drive XC90s and Discovery Sports.
Rishi hasn't made them richer - it might be quite the opposite. He, Liz, the lot of them have done untold damage in their eyes.
But the values his party espouses (supporting wealth creation, home ownership) feels to these folk like the 'winners club'. It's the club they always vote for, because they're the people they identify with (even if Rishi has 999900% more wealth than their savings account).
In their minds, Labour and Lib Dem hand out too much to people. The people who, well, if they'd worked a little harder, perhaps they too could have had XC90s, Discovery Sports, driveways etc.
We don't talk enough in this country about the politics of identity. The identity bit is why come the general election, you'll see a lot more Tory votes than you'd expect to see from the formal polls, or from a quick census on AIBU.