My theory is that the Remain campaign was so weak because, after decades of both the traditional Tories and New Labour blaming the EU for anything bad that happened in Britain and for unpopular measures (most notably measures which they themselves introduced and pushed for at the EU level), actually admitting the good things of the EU would make obvious they previous lies and deceit, so instead they just restricted themselves in that campaign to only these things which wouldn’t contradict their previous words, at that was pretty much just “staying in the EU is good for Britain, trust us”, a weak message at a time when (not least due to the 2008 Crash and the subsequent choice for “Money for Bankers, Austerity for the rest”) the trust in mainstream British politicians was already pretty low.
My theory is that the Remain campaign was so weak because, after decades of both the traditional Tories and New Labour blaming the EU for anything bad that happened in Britain and for unpopular measures (most notably measures which they themselves introduced and pushed for at the EU level), actually admitting the good things of the EU would make obvious they previous lies and deceit, so instead they just restricted themselves in that campaign to only these things which wouldn’t contradict their previous words, at that was pretty much just “staying in the EU is good for Britain, trust us”, a weak message at a time when (not least due to the 2008 Crash and the subsequent choice for “Money for Bankers, Austerity for the rest”) the trust in mainstream British politicians was already pretty low.