David Cameron again entered the referendum debate this week - and tried to claim he was speaking to everyone but those in Scotland.
From a tightly controlled event at the other end of the country, he made a tawdry bid to use the Olympic Games - past and present - as a political tool. Quite what he thought this would achieve is a mystery.
But the things he spoke about also showed that he fundamentally misunderstands what the independence debate is about. Ill-judged remarks about "bloodlines" and D-Day are frankly insulting to an electorate which is far more concerned about the future for them and their families.
Ironically, Mr Cameron's speech this week embodied the democratic case for a Yes vote.
Lecturing Scots from London has never gone down well for the Tories - and by doing so on Friday, the Prime Minister simply reminded the people of Scotland where power currently lies.
Highlighting Scotland's immense economic strengths and contribution to the world reaffirms that Scotland has what it takes to be a successful independent country - something which even the most ardent Unionists now admit.
And celebrating how the people in the four nations of the UK can work together simply reminds us that we will continue to be best friends and allies after a Yes vote.
There is no reason why an independent Scotland and the rest of the UK cannot continue to share what works well for us all - the currency, the Common Travel Area, the social union of the monarchy and much more.
But equally, there is no reason why the people of Scotland must continue to have key decisions about their lives made for them by governments that they did not vote for.
Trident weapons of mass destruction are being renewed at the cost of £100 billion - despite the people and Parliament of Scotland being against it.
And 90% of Scots MPs voted against the bedroom tax, yet it is being imposed on Scotland anyway - with the Scottish Government having to step in to mitigate the costs to help the many thousands affected in Scotland.
Our Royal Mail is being privatised, which could have devastating consequences for Scotland's remote and rural areas - and see the price of stamps soar.
And, after all we have endured over the last few years, George Osborne is boasting about another £25bn of spending cuts.
What we definitely did learn from Mr Cameron's intervention, though, is that a sense of deep, deep unease is beginning to engulf the No campaign. Poll after poll finds the gap between Yes and No closing.
That's why the self-styled "Project Fear" continues, despite transparently ludicrous scare stories.
It's why they're now putting pressure on defence companies to come out and say independence threatens jobs - in the very week that BAE Systems released details of two new potential investment options to build Type-26 frigates on the Clyde.
And it's why Vince Cable was this week telling a Westminster committee that RBS would leave Scotland after independence - even though RBS's chief executive had made clear just days before that if the bank had to operate in 39 countries rather than 38, then that is exactly what they will do.
But Project Fear is subject to the law of diminishing returns - with voters far more interested in the positive vision for Scotland's future offered by the Yes campaign.
The welcome announcement this week from lifelong anti-poverty campaigner Bob Holman, a Labour member, that he intends to vote Yes, is hugely emblematic in this shift.
It was Mr Holman who, of course, famously greeted Iain Duncan Smith back in 2002 when the then Tory leader came to Easterhouse, and he "thought him a decent man".
The fact that people like Mr Holman are now railing against Westminster's "privileged elites," and advocating a Yes vote as the way to make our society more equal and democratic, should be giving the No campaign many sleepless nights.
But, in any case, Mr Cameron has more immediate problems that he should have been worrying about, and it's safe to say having his speech broadcast live alongside footage of flood-hit communities in Somerset was something of a PR disaster for him.
Some people have been effectively cut off for several weeks, and they were no doubt wondering why their Prime Minister was asking them to phone people in Scotland to extoll the virtues of the union when his time would have been better served by putting his wellies on and getting down to Somerset.
The Prime Minister has plenty opportunity to enter the independence debate properly, rather than shouting instructions from the director's box.
By happy coincidence, on February 24 the Scottish Cabinet will meet in the Aberdeen area just 10 miles from the UK Cabinet - giving Mr Cameron the perfect chance to put his case to the test in a head-to-head debate against overwhelming arguments for a Yes vote.