I'd call it gobsmackingly awful - stitching together cheap stock photos of smiley, happy people and royalty free upbeat pingy music to tell people, many who've been here for decades, worked, paid taxes, own homes, have British children, partners, etc., that they have to apply for scheme that's costly, invasive, restrictive that in no way guarantees you can stay. And knowing the Home Office as we do, it will continue to be an anxiety-inducing, confusing and frustrating bureaucratic fuck up. There are over 3m non British EU citizens in the UK who'll have to do this.