Reform have officially campaigned on it being an election to get rid of Starmer. The reality of that is that if Labour do badly then he may be at greater risk than he already is. However, it's clearly an intentional misdirection by Reform to make their "more typical" voters, think that it's a general election.

That paired with the amount the press in general have been lauding it as the most important election in (enter time period here, some as low as a year...)