A toad with a red rosette would normally be enough for folk to vote Labour. Now and again Plaid, basically Labour who speak Welsh, have a bit of resurgence, but it always dies down.
Reform have given ordinary Labour voters in South Wales, where most seats are, an alternative vote for the first time, the fact that voters were willing to ditch Labour was seismic.
Historically they will not vote Tory, that included Mrs Thatcher. Reform were on track to win, Labour had no chance, but they did not want a Reform win, with all that kudos, so Labour stalwarts were told to vote for Plaid. This meant that Labour’s share went down, but Reform did not win.
In May Labour will be calling Reform a wasted vote and hoping that strategy is enough to stop Reform getting control of the Senedd.