It is difficult to discern whether the Prime Minister's announcement of a September 14th General Election is a masterstroke of political genius, or an extension of her now-habitual blind stumbles.

She most certainly had her tongue firmly in her cheek when she said:

"I [announce the date] not to start the nation's longest election campaign - quite the opposite," she told the National Press Club. "It should be clear to all which are the days of governing and which are the days of campaigning."

Who does she think she is kidding?

But it has certainly put the Liberals on the back foot, as they have to make a very quick decision indeed whether to continue to support Tony "foot-in-mouth" Abbott, or to switch horses. A decision that I feel they may have wanted to put off for another couple of months.

On the other hand it is a signal to her own troops to put up or shut up about Kevin "rising soufflé" Rudd.

So, what will be the key landmarks of the two campaigns, do we think?

It's just a plot to give the chumptocracy a chance to determine if Pal is better for dinner or Shmacko's. That's all they'll afford by the time it's over. Hide your money folks, the parasites are on to a new scam!

GOOD BYE JULIA NA NA NA NA HA HA GOOD BYE.

That Kevin rDudd character is still lurking around is he? Is he really?? Is he really still in the minds of some a potential reincarnated leader? Surely not!

Amazingly, that footinmouth babblingAbbott character is definitely still around. ‘Bout time he bit the dust… although his obvious replacement is a worry indeed: that Turncoat character!

<< So, what will be the key landmarks of the two campaigns, do we think? >>

Good question Pericles, given that they are so close in their political philosophies, like two peas in a pod!

What WILL they come up with that will differentiate them and that will resonate with the electorate?

Of course, what is good for the country and the quality of life of its people doesn't really come into the picture... or if it does, it is entirely inadvertent!!

It is most insensitive of Julia to call an elections on Yom Kippur, the Day of Atonement, the most sacred day in the Jewish calendar, the day of judgement, while all Jews will be fasting, praying and repenting.

Or could it be deliberate? Could she possibly be interested in having all the Jewish candidates and helpers absent from the polling-booths?

The Jews will be pre-polling, but not for Julia, for her distasteful choice of date if for no other reason!

Regardless of when the actual election is called the government knows it is gone. It cannot rely on past performance nor can it rely on more exotic policy thought bubbles. It has also lost traction with the divisive gender/social/ethnic/big business conflicts it has created.

All it has left now is the war on Abbott. Even here the comparative strategy has failed. It matters not if Abbott is popular or not, what counts is how many parliamentary seats are won. Non ALP voters are no longer responding to the Abbott, Abbott, Abbott mantra.

The most popular form of comparison strategy is still “well our lot is bad but Abbott would be worse”. Sadly many seem to think this actually means something to voters.

Good, bad or indifferent, personal ratings mean absolutely nothing if the polls show an 18 to 25 seat loss for the ALP.

The ALP supporters need to recognize that a higher popularity poll for Gillard has failed to translate into higher polling support for the ALP, yet a lower popularity poll for Abbott is translating into a better 2PP? It could be said that the ALP attacks are now starting to show the inverse law? So why keep doing it?

It also matters not if the ALP supporters, including the Canberra media “Luvvies”, keep spruiking past achievements or future promises, because these only mean anything to the true believers and clearly not the broader electorate.

The desperation of the Gillard government is telegraphed by this election announcement. It is clear that they have no remaining electoral leverage, they exhibit raw panic and desperation, drawing out Abbott on policy announcements is their last ditch stand.

He won’t respond of course and the non-rusted on know he won’t be drawn. This will leave the Gillard government in a political vacuum with little else to contribute and no target. This will be a very long election campaign for all but especially the ALP as the prospect of death by a thousand cuts will destroy what is left of the once proud ALP.