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Tory line last week that there were no complaints was proven false almost immediately.
The i, which does not toe the Tory line, carries the splash headline, "SNP veto on Labour spending".
The same old Tory line – get them back to work, cut benefits, stop the culture of scrounging.
It helped, of course, having most newspapers amplify the Tory line, but that alone cannot account for Labour's underperformance.
Cameron today reinforced the Tory line of attack in a speech at a bread factory in Bolton.
But so are most British voters: it was the Tories the voters rejected last June, not as Mr Clarke's camp pretends— the Tory line on the euro.
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Otherwise, words tumbled from him at giddying speed and considerable length, mostly on predictable Tory lines.
But the anti-Tory line prevented the Tories from gaining traction.
He said: "While it's true the National Union of Students takes a consistent anti-Tory line on pretty much anything from tuition fees to the Syria crisis and all points in between, they are categorically not representative of all students.
That's why the Tories' line – "why hand the keys back to the driver who crashed the car?" – was so devastatingly effectively.
After Khan won a landslide victory, senior Tories lined up to criticise the Conservative mayoral campaign against Khan, saying it could damage community relations with Muslims.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com