What's the Scottish Government's game plan in its campaign to save Diageo jobs in Kilmarnock? I ask this out of genuine puzzlement.
One can usually see the strategic direction Alex Salmond takes. But in this case, it's not clear.
It's easier to understand how the campaign came about.
First, politicians were antagonised by being kept in the dark until the workforce were told about the Johnnie Walker bottling plant closure.
Second, whisky is a product over which Scottish politicians can hope to exert some influence, as it can't go elsewhere.
And third, Diageo is proposing job losses not from its financial weakness, but from a position of corporate strength, if not dominance.
If the campaign is unsuccessful, and the closure goes ahead, it would make the Scottish Government look weak.
If you're an opposition leader, you can express regret that those in power failed to save jobs.
But if you're in power, where do you turn? To attack the next company saying it wants to close a plant?
There's been a that globally-mobile international business won't take kindly to being beaten up for wanting to restructure, and the attacks on Diageo will be watched by others.
My hunch is that failure of the campaign would lead to a promise to Ayrshire of special economic attention and funding, which it claims it has long deserved anyway.
On the other hand, if the campaign is successful, and saves Kilmarnock jobs (Holyrood ministers are not saying how many) there are big consequences. It will have to be at quite a price. And St Andrew's House doesn't have much money for the kind of subsidy required.
Diageo reckons on saving £20m a year for a £100m investment, so it would be quite a big subsidy if the drinks giant's mind is to be changed - and all for a strategy in which the company is unlikely to have much faith.
Second, if the campaign is successful, what does that say about the next factory closure announcement?
Everyone is going to want a piece of the action, with the first minister literally taking up megaphone diplomacy with the country's major employers.
Will he put public money on the line for every factory closure as unemployment climbs?
Third, if the campaign is successful, what will the consequences be elsewhere?
Scottish Enterprise, on behalf of the campaign alliance, is drawing up a "three-centre solution".
That means Kilmarnock (which is losing 700 jobs), Port Dundas distillery and cooperage in Glasgow (200 jobs to go) and Leven in Fife (more than 300 jobs being created with the planned new investment).
Let's look at Port Dundas first. I'm told the case for closure is hard to resist. Compared with Cameronbridge distillery in Fife, which would take up the grain spirit production, it's considerably more expensive for water and for energy.
Will the Scottish Government sacrifice Port Dundas if it can do something for Kilmarnock, and can it afford to do so when the historic distillery sits in the Glasgow North-East constituency where there's a close-fought Westminster by-election this autumn?
On Kilmarnock, Diageo's case is that it has become inefficient (presumably because the company failed to invest and modernise), and also that the company needs to cut bottling capacity.
The need to cut capacity won't change, even with the help of public subsidy.
So suppose Scottish Enterprise comes up with a plan for a greenfield, new-build, more efficient bottling plant near Kilmarnock.
That would mean hundreds of jobs saved, but surely not all of them. And it would mean cuts in capacity elsewhere.
Elsewhere, in Diageo bottling terms, means either Leven in Fife or Shieldhall in Glasgow, where 550 people work and where Johnnie Walker is already bottled.
Leven is represented by SNP MSP Tricia Marwick, and Shieldhall by one Nicola Sturgeon.
What do these colleagues of Alex Salmond think about the prospect of Kilmarnock taking jobs from their constituencies?
Tricia Marwick tells me she's relieved the Diageo strategic review has led to a commitment to the Leven plant.
And the prospect of more than 300 jobs is only a prospect. The people of Leven don't want Kilmarnock jobs to be lost.
But if their existing jobs come under threat, then you can be sure there will be a campaign in Fife to save them.
Which side will the Scottish Government take then?
The pressure is on Labour as well. Des Browne, MP for Kilmarnock and Loudoun, is making much of the running on the Kilmarnock campaign.
But if the former Defence Secretary is successful, it means some difficult explaining for his Labour colleagues in Fife and Clackmannanshire, where a new cooperage is currently planned as part of the Diageo plan.
And what was the meaning of Annabel Goldie's presence at the Kilmarnock protest? As Scottish Conservative leader, does this mean the prospective Tory government is now on the march against corporate restructuring?
With more than 10,000 people on the streets of Kilmarnock at the weekend, the campaign has momentum, and it's caught the public and media imagination as the rallying point for a fight-back against rising unemployment.
Yes, Diageo has mishandled this, and it has a fight on its hands.
But underlying that, the future of this fight is as much between political parties, and between east and west.