I don't know about you, but in the week since the Budget I've barely had time to take a breath before someone or other - usually the Prime Minister - is proclaiming the document a stellar example of "compassionate conservatism".
To me those two words don't fit in the same galaxy, let alone the same sentence or phrase, since one seeks to apply empathy to make the world better, while the other seeks to maintain the status quo with an unprincipled defence of entrenched wealth.
Nevertheless, the phrase warrants more attention given how often it's thrown around at the moment. Curiously, our National Party, along with the UK's triumphant Conservative Party, have chosen the year 2015 to finally hammer home the fact that they do, in fact, possess a skerrick of empathy, a smidgen of heart and an infinitesimal measure of genuine concern for those at the bottom end of the wealth triangle.
In the UK that task has become a little harder as the Conservatives push through 12 billion ($25.5 billion) in benefit cuts and privatisation of parts of the National Health Service. And yet David Cameron, with the help of Crosby Textor - who are also helping private companies understand how to benefit from the sell-off of state assets - is undaunted in his efforts to paint himself and his party as "not the party of nasty".
This marketing ploy has reached our shores as a way to sell Budget 2015. In fact, two amazing ploys are at play: one, to portray the National Party as genuinely caring; the other, to "inoculate" against turning off swing voters by taking the best left-wing ideas unexpectedly and presenting them as their own.