What's wrong with a charity card with a picture of a Christmas tree? Nothing really, but if you've got a chance of becoming prime minister, then presumably all your chums expect something a bit more distinctive for the mantelpiece, and so it makes sense to send them a picture of your family.
If you haven't already received a card from David Cameron, this is what you're missing. It shows Cameron, his wife Samantha and their children Ivan (in Cameron's arms), Arthur and Nancy. The picture was taken by the photographer Tom Stoddart, who has been following Cameron for a project.
Cameron is, of course, very happy to talk about his family and has appeared on camera with them before. Is there a wider significance? If there is, it's hard to beat Ben Macintyre's verdict in the Times.
It could be a Boden advertisement.
The message? This is a normal family, with an ugly sofa. And modern Tories do not always wear socks.
