"its a mistake to think the swing was 'for the tories' it was 'against the status quo bit a bit'"
Labour lost more than 6% of the popular vote and and 26% of their seats.
So I'd say that it was certainly against Labour more than "a bit".
The Tories picked up an extra 4% of the popular vote and an extra 100 votes. So not the 145 seat landslide of 1997 but a significant swing, 2/3 of a landslide is certainly still very much "for the tories"
"that said more votes in the country were anti-tory combined"
That's normal in first past the post. Even in 1997 more votes in the country were anti-Labour. I think that it's very rare that any party wins a majority of the votes, certainly not in any general election that I recall. So saying that this election was "anti-tory" is like saying the 1997 election was "anti-Labour"
"I am looking forward to AV coming in when we will see a better picture of who peoples first preferences really are."
But yes I agree with you there.
"Most people who vote tory think deep down that if they align with the conservatives it will, in some way, make them richer and more professional or middle class"
I'm not a Tory voter but I think that's a nasty caricature that almost demeans Tory voters as being unworthy of debate because their purely selfish and actually mislead. It's like a Tory labelling Labour voters as benefit scroungers or public sector workers happy to take other peoples tax money for themselves.
People who vote Tory often do believe that a low tax small state is genuinely the way we should be going.
And that is a valid argument to be having, trying to just brush them aside saying that they're voting for a party that doesn't care for them and are selfish is just wrong. It leads to the kind of polarised and hateful divisions you see in US politics where reasoned debate and discussion become almost impossible.
And the "small state low tax" vs "big state big tax" debate is not only worth having it is in my eyes the essential debate we should be having because, as said above, "big state, low tax & maxed out Credit Cards" just hasn't worked.