Barack Obama campaigned on the theme of change. UK Conservatives have never been afraid of borrowing other people's ideas. They think some of the Obama magic might rub off on them. So they now use the mantra "Change" in their own campaigning with some spookily similar typefaces. I'm not sure many voters will be convinced that Dave is the UK Barack. Eton, the Bullingdon Club at Oxford, and then marrying into inherited wealth doesn't seem to equate somehow.