There's new evidence that a catch-all "London" has replaced "slap in the face" and "snub to Wales" as Plaid Cymru's campaign slogan of choice.
A press release from Hywel Williams MP uses the L-word no fewer than seven times, more often than the word "Wales".
Google "Plaid Cymru" and "London" and you get far more suggestions than you would googling "slap in the face" or "snub to Wales". They really are so last decade.
The strategy appears to be to try to convince voters that everything done at Westminster is purely for the good of rich people in the UK capital, a nationalist version of class war.
The Hywel Williams press release is peppered with references to "Labour in London", "cuts imposed on the Welsh Government by London" and "bosses in London".
Another press release from the party, announcing their line-up of candidates, arrived this afternoon with no fewer than five L-words in its three paragraphs.
Plaid's honorary president, Dafydd Wigley, once upset a few people by referring to "gin-soaked Surrey" (to compare, replace Surrey with any Welsh location and stand by your inbox). Plaid Cymru insist they are not anti-English - "some of my best friends are English" as Elfyn Llwyd told the BBC News Channel recently.
To demonstrate the L-word strategy is not an anti-English pitch, Hywel Williams highlights another area of the UK where public spending is higher than Plaid would apparently like.
"Public spending in England and Scotland outstripped Wales during the ‘good times’ while, under the Barnett Formula, Wales loses out on hundreds of millions of pounds a year."
Scottish public spending outstripping Wales? The SNP, who form part of a single parliamentary party at Westminster, will be thrilled with this contribution to their combined negotiating strength should there be a hung Parliament.