Neither Cameron nor Miliband seems serious about finding reasons why anyone with an existing inclination to one side should actually consider switching to the other.
As Ed Miliband comes under pressure to promise a referendum, the former Labour leader warns that the dangers of an in/out vote are "massive".
The PM variously dismissed the policy as "a gimmick", as "left-wing" and "socialist" and as unnecessary when he is taking action: he needs to settle on an attack line.
Who's who in Miliband's new shadow ministerial line-up.
The Labour leader may need to move some of the cost of energy efficiency schemes from consumer bills to taxation.
The changes were designed to accelerate the process of re-branding Labour as neither old nor new; neither Blair nor Brown – but wholly Milibandist.
Tristram Hunt and Gloria De Piero, two notionally "Blairite" figures, distinguished themselves by engaging with Miliband's political and ideological themes.
The news of who's up and who's down as David Cameron and Ed Miliband refresh their teams.
All the details of Ed Miliband's new team.