“Benefits to Bricks” is every bit as cringeworthy as its parent mantra “Build Back Better.” It does not augur well for Boris Johnson’s reset that he is still employing advisers who feed him such pap. However, a bad slogan may be attached to a good policy just as easily as the opposite process.

Housing is so crucial not only to the survival of the Government but to the well-being of the country that the Conservatives must get a serious grip on the issue, with a real sense of urgency.>

Many commentators rushed to damn Boris’s housing initiative as the product of a desperate need to reinvent his government (true, so far as it goes) and as a reheating of a Thatcher policy, or of a more recent pledge by David Cameron that hit the buffers under Theresa May.