I am breaking into my holiday because so many people have been calling and emailing to ask what I think about the Sun supporting the SNP in its Scottish issues and the Conservatives elsewhere.
So, very quickly and in the hope of stopping my phone from ringing every half hour, here’s my view. The decision is part commercial, part political and part cynical.
In the first instance, it is further proof that Rupert Murdoch - who, as everyone knows, calls the political shots at his best-selling UK newspaper - thinks that his paper benefits from being on the winning side.
Backing a winner confirms the rightness of the paper’s stance, thereby enhancing its status. That helps to retain and/or attract new readers. So it’s good for sales, and sales help to sustain advertising take. Commerce rules.
As for the politics, the Sun/Murdoch is supporting the two parties on either side of the border with the greatest chance of defeating Labour. It is aimed at ensuring that Ed Miliband cannot obtain a majority.
The Sun remains a unionist newspaper, so it does not suggest any support for an independent Scotland. It’s all about who rules at Westminster.
The cynicism? Well, that’s blindingly obvious. There is no principle involved. The Sun is published in the UK, but does not represent the UK.
It is simply a profit-seeking vehicle that can be used by its owner to further his business and political interests.
And those interests, at present, mean ensuring that Labour does not obtain a majority in order to form a government.
Mind you, despite the above, I don’t think these endorsements will have any impact on the outcome of the general election.
The Sun, which made so much of boosting Nicola Sturgeon’s SNP by likening her to a Star Wars princess, is no longer a force to be reckoned with. And me? I’m going back to the beach.