The debate about whether Bill English calls himself a feminist or not looks even more ridiculous this week than it did when he was sworn in as Prime Minister.
Certainly the 55,000 rest home workers and other carers who will receive an extra $2.048 billion over five years in the Government's first pay equity settlement won't give a fig what label is attached to him.
Action counts more than words, promises, platitudes or labels.
The extra money in their pay packets, about $100 a week for most full-timers, will transform the lives of these workers who have established that they were low paid because they were women.
It is transforming National's traditional image as well.
The settlement is the most recent in a series of measures and policy evolution that is seriously challenging Labour's branding. Yes Labour is still the party that "cares". But National is the party that "does".
At the heart of the decision-making over the pay equity decision was a quartet Cabinet "wets" who have been personally connected to the health sector or aged care and have strong social justice credentials.
Both of Bill English's parents ended up in rest homes. His mother was a formidable community activist who helped to form the Farm Works' Association. Deputy Prime Minister Paula Bennett raised a daughter as a sole parent and worked in a rest home as nurse aid and dishwasher. Health Minister Jonathan Coleman was raised by his widowed mother. He worked as a GP in Otara and regularly attended patients in rest homes and Workplace Relations Minister Michael Woodhouse's mother was a nurse in Dunedin.
In Paula Bennett, National has its most senior and vocal women's affairs minister ever, even though her involvement in pay equity has been as State Services Minister.
In her bid to close the stubborn 12 per cent pay gap, last month she challenged private sector companies to conduct gender pay audits (it already happens in the public sector) and to publish the results.
Next month, Bennett will have the chance to make that a reality when deciding whether to throw the Government's weight behind Jan Logie's private member's bill. It requires such audit information to be collected by Government officials and made available to employees unless privacy would be compromised by doing so.
The jolt that such a reporting requirement would give employers would probably do more to address subconscious gender discrimination in the workplace than almost anything else that has been tried.
As Bennett says, most employers when making pay and promotion decisions are not deliberately discriminating.
The focus given to social issues under English and Bennett will change the dynamics of the election.
About this time last election, Labour and New Zealand First were wheeling out their attack themes against National, accusing it of crony capitalism and governing for its wealthy mates in the wake of asset sales and the Sky City convention centre deal.
It will be harder to sustain that attack line his time. Since the last election, English has championed his "social investment" approach which has focused an enormous amount of Government resource and effort on reducing social ills that ruin lives and cost millions - Amy Adams has just announced a standalone Social Investment Agency to develop it further.