Another summer, another spate of media outrage about the Prime Minister taking his family on holiday.
The Daily Mail explains the anger:
"Opponents have accused the Prime Minister of complacency...and have publicly demanded that he return to Number 10 to get a grip on the developing crisis in Iraq."
With tongue firmly in cheek, Tony Gallagher, deputy editor of the Mail, described Cameron splashing around on a body board in the Cornish waves as a "PR triumph".
But we should probably assume Cameron did not wake up on Friday thinking "shall we sort out Iraq or should I go body boarding?" before picking up his wetsuit and heading for the beach. Because any UK response to a number of worsening crises in the Middle East and body boarding are not mutually exclusive. Operations of the state, from bin collections to military action overseas, can continue without the immediate minute-by-minute involvement of the Prime Minister.
Journalists know this of course so what they're really criticising Cameron for, as Gallagher makes clear, is not playing the PR game, for choosing not to pace up and down Downing Street looking worried for the sake of the cameras.
Never mind if his pacing does any good. They clearly just want politics to be even more superficial than it already is to make headlines easier to write, not least because the media are clearly keen to talk up the current terrorist risk to the UK posed by extremists and that kind of sensationalism isn't easy when the Prime Minister doesn't look very worried.
Gallagher's suggestion that good PR has to be the crassest, most obvious kind is also disingenuous at best.
To give the Prime Minister some rare credit, showing us he is confident he has the right people handling matters back home, while encouraging those who can to go about their everyday lives, is a far more honest kind of PR. And while honest PR may not pack the simplistic clout of more obvious kinds - such as the pacing in front of the camera - it would be a huge surprise if any voters, whatever their political allegiance, had genuinely changed their opinion of Cameron because he has taken his family on holiday and left the police and army in charge of police and army affairs.