On Monday, less than two weeks out from polling day, a sick prime minister coughed and spluttered through another press conference, where he got to say his mind-numbing "jobs and growth" slogan just once. Punctuated throughout, Turnbull said the word "Medicare" 15 times.
And Labor press aides, watching from Western Australia, were tickled pink.
To them it was proof that the ramped up Medicare attacks on the government were working. They had hijacked the media cycle. Instead of "jobs and growth" the PM was forced on to Labor's turf.