They are discovering that it is left-leaning, sensible-looking, and not the nutty sect of Welsh-language zealots that Labour had warned them to stay away from.
After all, if our thoughts are necessarily imprisoned by language, as Sapir-Whorf suggests, then the only sensible course of action is to build a roomier, more lavish jail cell with all the amenities an inmate could possibly desire a new language that could make possible new ways of thinking.