They realised swathes of the population actually bought into the right wing tabloid nationalist narrative.
Some of them became the Gov't and had already pressured the new PM into including an EU referendum... 1/
Over the next 5 years the tabloids promoted the stockbroker, who was not an MP on a daily basis. The rest of the media joined in.
The opportunity they had seen was a cash grab on a scale never seen before.
With the tabloid fans on board, waving flags 2/..
Having just secured victory in the vote, the next move was to make sure that the Gov't failed to secure a deal.
They asked their pals to stand aside...3/
Then they ensured that the new PM's negotiations failed by insisting that one of their pals was chief negotiator.
This went really well, and the new PM was more incompetent than they could have hoped.
When she 4/...
The cash grab was on. The new PM was the nationalist voice...5/