1/ Remain is winning the Brexit argument: the UK will be worse off under Brexit no matter what form it takes, but especially under no deal.
So why is it making no difference?
Because it's the wrong argument to have.
Brexit is not, and never has been, about economics.
Brexiteers believe that being part of the EU undermines being British so they fear it and want to fight it.
Hence the WWII metaphors etc.
Their mental construct of the EU is that it has, in effect, invaded the UK by stealth, facilitated by quislings who have betrayed the country.
A lot of Brexit discourse is effectively saying, "Can't you see what they are doing? They are plotting against us."
"I want the UK Parliament to be sovereign (because [sotto voce] I don't trust foreigners),"
or,
"I'm not against immigration, I just want strong borders."
So they are frustrated that the old certainties have disappeared.
And they don't trust foreigners.
And by some who want Brexit for more venal reasons.
Newspapers have fanned the flames of this resentment for years for their own, selfish reasons.
The result? Brexiteers who were not just frustrated, but angry.
Not how we should leave.
Nor what we should leave to.
Just leave.
That it was enough to prove that we are better off in the EU.
For Brexit fundamentalists, the economics are irrelevant.
For them, this is worth any price.
No-one goes to war because they believe that afterwards they will be better off economically. They know that war most likely will make them poorer. But they think the price is worth it.
Or WWII.
Hence the push for "No Deal".
Hence the disregard of forms of Brexit that make more economic sense (EEA, for example) but which would keep us beholden to the EU.
Remain has won the economic argument.
For Brexiteers, this is a battlefield about which they don't care.
It's not a thing about which one might die in a ditch.
So on the one hand, we have Brexiteers who know in their guts that they are fighting for British soul, and on the other, a bunch of people with calculators.
The young get it.
They don't think of the EU as an economic abstraction, they see it as their future. They love being part of Europe. They like foreigners and love the idea of being able to go anywhere in Europe to work, live and love.
Those old farts.
They see Freedom of Movement less as a privilege afforded to foreigners coming to the UK and more as a right which the old farts want to take away from them.
We should listen to them.
We need to argue for peace. For freedom of movement. For human rights.
Because these are the things that Brexit will take away from us. /END