Good summary. I would probably say the audience thing is in part the difference between policies which promise the moon billed to someone else vs doing what you believe to be right even if it is not popular.
What part of the Conservative campaign so far has been about being honest with people about tough choices rather than pointing at Corbyn and saying "he's worse than us"? All the talking points to their MPs this evening were about negative campaigning, and May is framing per-pupil school funding cuts as an overall increase. Nowhere am I getting the impression she's prepared to tell the electorate that she's doing the unpopular, but correct, thing.