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Nigel Farage has long had a capacity for political theatre – and here he goes again.
Having tantalised Westminster with a teasing social media post about his "future in public life", he took to Reform's stage, in front of Reform's camera and without journalists in the room, to set out how he would again try to seize the limelight and the initiative.
His address held onto its headline until the last few sentences: he will resign as an MP and then refight the seat of Clacton in Essex that has held for the last two years.
So why is he doing this?
In recent weeks, and indeed days, Nigel Farage has been under the cosh.
Headline after headline about his relationships with rich folk willing to give him money and his lack of willingness to disclose and register this, later exposed by journalists, meant his back was against the wall.
He has repeatedly insisted he didn't need to disclose what were, he says, personal gifts from before he returned to politics.
The weekly, sometimes daily, diet of Reform news conferences at Westminster had dried up.
The Parliamentary Commissioner for Standards had opened an inquiry into the £5m gift Farage had received from the Thailand-based British crypto billionaire Christopher Harborne but decided not to declare.
Farage insisted he didn't need to, because it was a personal gift. Many others pointed to the rules demanding such disclosures from benefits received in the 12 months before being elected – and an inquiry began.
And the headlines kept coming – not least the Sunday Times investigation, published at the weekend, external, into the support given to Farage by George Cottrell, a man previously convicted and jailed for fraud in the US.
A key thing to understand here is the inquiry by the Parliamentary Commissioner for Standards, Daniel Greenberg, had the potential to lead to a by-election itself.
Granted we were several steps away from that, but a growing number of folk at Westminster were anticipating its likelihood.
In that situation, Nigel Farage could have been forced to face his electorate. In this situation he is seeking to seize the initiative and bring it on himself.
Speaking to his allies after his announcement, I am told his aim throughout the forthcoming campaign – as he himself said in his speech – is to clearly frame this as "the people versus the establishment", as one friend put it.
"This is Nigel setting the agenda, he is sick to death of being judged by Sky, The Times and Daniel Greenberg," they added.
The reference to Sky News is because Farage is boiling with anger at what he sees as the recent "harassment" of his daughter at one of his properties.
Sky insist they have behaved appropriately.
