Leaving aside its content, you've got to wonder about the rhetorical appeal of the Conservatives' idea, the Big Society. If it was indeed meant to echo Lyndon Johnson's Great Society, I reckon there's been a misjudgement there. 'Great' has connotations of quality as well as size that 'Big' doesn't quite measure up to. 'Big' invites the mocking suggestion of cognate size-related terms, like the Tall or the Huge or the Plump Society - rather than the activity or vigour or self-propulsion the Tories are clearly aiming at. It also suggests the rather obvious rejoinder: the Big Con.