The goal here is that it’s famously difficult for third parties to get an appropriate measure of media attention in the UK. The newspapers are highly partisan, and the TV news interprets the ‘balance’ requirement to mean they can just give the government view and the main opposition view on every issue (unless the government and main opposition happen to agree - which is why the Lib Dems got a fair hearing in the media on Iraq in the early 2000s).

So third parties need to have a gimmick to trick the media into giving them airtime, which then allows them to talk about their issues. Charles Kennedy did it but being entertaining on chatshows and HIGNFY; Nigel Farage does it by being outrageous and offensive; and Ed Davey has worked out that he can do it through stunts.