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@William.
I think the remain campaign needs to try harder to argue it's case without implying the leave side are somehow ignorant or stupid. (I know there is negative campaigning from both sides.) It makes them angry, and the popularity of those like Farage feed on anger. Polling currently puts Leave slightly ahead. Boris is an asshole, but a clever and popular one. I think the Remain side needs an injection of charisma and patriotism to win back those who a) don't live in London and b) can't be arsed to read in-depth studies of the possible economic effects of Brexit.
The decision is an emotive one for many people, often quite tied up with the Queen and all that, and however silly that sounds, Remain need to engage with these people. If there is an out vote, it will not be because Leave won the argument on the economy, but because they appealed to a strong, if misguided, sense of British or English identity among the electorate.