The five point scale based on objective data is quite a good move politically. It basically means he can just point at that if infections go up again and he won't be the bad guy - important for any politician but especially for Boris.

Have any human beings apart from politicians and tennis players ever done that fist clench with thumb pointing forward, like they're getting ready to set a suicide bomb off?

I honestly thought the new rules could've been explained more clearly. In my experience communicating rules and procedures to people needs to be as short and sweet as humanly possible.

Another worry is that they've been briefing the press for days about a relaxation of the lockdown, so people will consider the lockdown relaxed, when in reality the relaxation is very, very minor.

I also wouldn't have mentioned the pubs opening in July. Even though he made it clear it was conditional and an early as possible date, people will, in my experience of communicating with people, just remember pubs opening = July and be disappointed if it doesn't happen.

Seeing as he won an election repeating a three word slogan ad infinitum, I'm surprised at the lack of clarity in his communication strategy during this crisis.

On my social media I've noticed a couple of friends who are enthusiastic converts to BoJoism, who have been completely behind him on everything until now, starting to waver.