Maybe it’s the media’s fault. Newspapers in this country are not famous for digging into the detail and providing in-depth analysis of a policy or a speech. Left vs right, unions vs Tories or Lib Dems vs Lib Dems will typically suffice for a narrative, so there’s no reason why it should be any different for unionist vs nationalist, even when it is the Prime Minister that is involved.

That said, David Cameron’s speech today is, from the previews available, depressingly vacuous and ever so slightly patronising.

A couple of quotes from media outlets that have been leaked soundbites are as follows:

(Mail):
We are better off together. We’re stronger, because together we count for more in the world, with a permanent seat on the United Nations Security Council, real clout in NATO and Europe and unique influence with allies all over the world. We’re safer, because in an increasingly dangerous world we have the fourth-largest defence budget on the planet, superb armed forces and anti-terrorist and security capabilities that stretch across the globe and are feared by our enemies and admired by our friends.’

(Sky):
“I am 100% clear that I will fight with everything I have to keep our United Kingdom together.
To me, this is not some issue of policy or strategy or calculation – it matters head, heart and soul. Our shared home is under threat and everyone who cares about it needs to speak out. Of course, there are arguments that can be made about the volatility of dependence on oil, or the problems of debt and a big banking system. But that’s not the point.
The best case for the United Kingdom is entirely positive. We are better off together. Why? Well, first of all, let’s be practical. Inside the United Kingdom, Scotland – just as much as England, Wales and Northern Ireland – is stronger, safer, richer and fairer.”

It is not uncommon for Tory leaders to liken policy debates to wars as they try to tap into the Old Blighty WW2 spirit that they hope still courses through our veins. Churchill was an expert at it and Margaret Thatcher used it to great effect in many a speech in the eighties. David Cameron is, not unsurprisingly given the context, trying to do so again here with his ‘our shared home is under threat’ rhetoric. Alex Salmond the Nazi? That didn’t work out so well for the last person who tried it.

One problem is that it is all too high-handed, too broad brush, when the only way to advance the debate is with detail, facts and figures. The line ‘head, heart and soul’ might have a pleasing cadence to it, and saying the debate in favour of the UK is “entirely positive” may in itself sound positive, but there is no substance there, nothing for Scots to get their teeth into and taste the evidence from.

When Ruth Davidson talks of ‘fantasy figures’ that the First Minister is using to boast that Scotland would be the sixth richest nation, the obvious challenge is to say that at least Salmond is using figures to back up his argument. If the truth is contrary to the SNP’s view of the future, where is the hard-headed evidence otherwise?

If Scotland becoming an independent country is a leap of faith and a step into the unknown, a challenge not denied by Nicola Sturgeon on Good Morning Scotland this morning, then we are as likely to be better off than worse off, safer than more at risk and fairer than ripped off.

Put another way, saying we are ‘stronger, safer, richer and fairer’ doesn’t make it so. I just hope the transcript of David Cameron’s speech today serves up more than his soundbites are promising.