Ed Miliband has been pictured setting off on holiday with a hernia-inducing pile of books.
Some had their spines deliberately positioned so the titles were visible.
All were worthy tomes, of course, and intended to show us what a high-minded fellow the Labour leader is and how seriously he takes his role in life – even on holiday.
One – called Leadership on the Line – presumably contains advice on how best to deal with his current predicament.
Another – entitled Prosperity Without Growth – presumably contains advice on how best to run the country should he ever make it to Number Ten.
But the PR boys missed an opportunity. A book of fairytales by the Brothers Grimm would have been a nice touch.