Boris Johnson's address to the UK on easing out of the lockdown has been criticised as confusing, incoherent and downright dangerous.
But is there a subtle method at play in the Prime Minsters communications strategy? Downing Street would certainly like people to think so.
Indeed the word subtle has figured a lot in statements from minsters over the past few days. Maybe they are right. Maybe the strategy is to encourage debate and conversation among the wider society - to push down to individuals the responsibility for deciding themselves, whether or not to return to work.
To push down to businesses, small and large, decisions about what constitutes safe working conditions. To push down to schools and parents decisions about whether it is