Every new trade deal the EU does shrinks the "universe" of candidates we can make our own deals with after Brexit. Put simply: we're running out of meaningful partners other than US, China, India. Combine with gravity of trade, and there's little merit in making our own deals.
For example Japan. 3 years ago the EU didn't have an agreement. Now it has a comprehensive one. So we know we can't get a better deal with Japan than we already have as EU members. Scrub them off the list.
Same for Canada, Singapore, Mercosur nations etc. Cross them all off.
And EU has accelerated talks with Australia & NZ so they are likely to beat us to a *comprehensive* deal there too.

It's like 2 door-to-door salesmen canvassing the same neighbourhood. At what point do we get tired of banging on the doors of those who bought from the other chap?
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