I saw the Reform election broadcast and it's very telling. No listing of policies, no indication of the ideology of the party, nothing of substance. All it is is a black green with the words "Britain is broken. Britain needs Reform."
It's a very clever advert for a populist party. It's not saying how Britain is broken, it's just acknowledging that people think it is. You could see that and think "yes, I agree, its broken because of the right-wing bigotry and hatred that is making it an unpleasant place to live", or think "yes, I agree, because I sometimes see a brown face on the high street", or think "yes, I agree, because the Tories have stopped my benefits", or think "yes, I agree, because I don't think trans people should be allowed to exist", or anything at all. And then the second sentence implies that whatever you think, Reform will fix it. They don't say how, they don't need to - and more to the point they can't say how because they aren't defining what's broken.
It's just a populist campaign for the unthinking, the equivalent of someone asking you in Starbucks what's the matter and then selling you a sugar tablet that they say will solve that problem. The fact that such a large population of the country seem to think that such vapid and contentless politics is what they want is just scary.
It's Brexit all over again.
"What do you think is wrong with the country?"
"Oh, that's because we're in the EU. Let's leave and it'll all be better."
Sigh.