Or the way our politicians frequently parade their families as part of their normality: Gordon Brown (then single) was seen as less marketable to the electorate than the dad-round-the-corner image Tony Blair liked to portray. Or the wild success of Mumsnet and other internet forums that politicians of all parties quail in front of. Recently, David Cameron said that any new policy would have a “family friendly” test run through it – I haven’t heard any such test run for the elderly or for other groups in society.