It has taken the best part of a week, but huge cracks suddenly appeared yesterday in the wall of denial erected by the National Party to shield itself from the damaging allegations in Nicky Hager's book, Dirty Politics.
That was bound to happen. In resolutely defending the indefensible - especially when the indefensible is as well-documented as it is in Hager's book - John Key was not only starting to sound and look rather silly, but he risked eating into stocks of one of his most valuable commodities - the degree of trust he has built up with large portions of the electorate.
This particularly applies to large numbers of "soft" National supporters who would not give National the time of day without Key at the helm.
It will take only a small chunk of these voters to defect to Opposition parties for National to be in danger of losing the election.
The longer Key denied what was fact - especially the questions raised by Judith Collins' passing of the private details of a public servant to Whale Oil blogger Cameron Slater - the more he risked sounding like he was treating voters like fools.