I think all the talk for 3 years of ROLLBACK was seen by the electorate as the king of all fizzers (all that talk, then removes about 2% of it) - that proved to a lot of people that he was really for it, just like he was when he was in government.
It came down to the mild concservatives V the mild conservatives, and the world's biggest yawn. Not even any dimpled or pregnant chads to spice things up

.