He can't be trusted to run the economy.
He can't be trusted to tell the truth about how the SIS was used, three years ago, to attack Phil Goff.
He can't be trusted to be the nice guy, when his office was giving preferential treatment to right-wing blogger Cameron Slater to smear National's rivals.
Mr Key's flimsy defence is that things done by his office were not known to him. But his defence is also that things told to his office were told to him. His office is him when it suits and not him when it doesn't suit.
Then, just as his trustworthiness evaporates, the Government comes up with a housing policy built on far-fetched economics and cheap cynicism.
Trust and credibility have been Mr Key's advantages until now but they are suddenly slipping away.
People will base their opinions on what they feel, no matter what the facts are.
Rusted-on National supporters will continue to see the Dirty Politics book as a left-wing conspiracy. But even if the details of Beehive blogger conspiracies are murky to many, the rising feeling that they're not playing straight could be the start of death by a thousand scratches.
Josie Pagani is a centre-left political commentator and former Labour Party candidate.
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