I am not at all surprised so many folk cannot see the equivalence between the EU suggesting a Canada style deal might be on offer (it was but heavily caveated) and the UK signing up to a political declaration for a closer relationship it now doesn't appear to want. On both sides. 
The middle ground in UK-EU relations was always thin, it is becoming even thinner. The Brexiteer obsession with blaming the EU is not diminishing after exit. Pro-EU voices feel they have to speak out the other way. So much for bringing the country back together.
Somehow both the UK and EU have got into a position of simultaneously wanting and not wanting a skinny free trade agreement (more accurate than saying Canada-style) which whatever post-decision rationalisation either side makes does not seem sustainable.
I was reminded a couple of days ago that a pre-government David Frost was among quite a lot of UK folk who at one side suggested EEA as a docking off point. Neither the UK government or EU wanted that. But that David Frost was probably right.
Free Trade Agreements can tend to focus on the areas where parties disagree, not where they want to deepen trade. Its why I never thought FTA negotiations with the US were a good idea. Why risk what's a good trading relationship? So we're discovering with the EU.
As other trade folk have said, this is just the opening stages of trying to look strong. Doesn't mean a deal won't be done in the end. But cool heads will be needed. Not having a lead Minister on the UK side looks like a big mistake in this and other regards.
And in the mean time, each time I talk with businesses I hear of more things that need to be done if the UK is leaving all EU regulatory oversight and arrangements at the end of the year. A huge task which needs more scrutiny. One for another time... / end
