It's a symptom of the current state of politics that a party for which 70% of the electorate would NOT vote is the runaway leader in popularity polls.
But rather than looking to unite that 70% with - I dunno - moderate, socially responsible, non-genocide enabling policies - the current government is instead trying to win back a few of the 30% by mimicking Farage, and in the process alienating ALL of the former group. They're literally turning their backs on 70% of voters to try to get hold of 5%, who aren't ever going to be their friends.
It's not that Farage is cruising to victory, it's that most of us can't see a coherent strategy emerging to sideline him. Fortunately, even with Starmer in charge doing nothing, Trump-association will do for Farage in the next couple of years - but as with Brexit, he'll have left his skidmark on the fabric of society.