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In particular the trade deficit with Germany, who people believe control all final decisions on the EU.
The thing is there is some truth to the facts around it. But people construct the question / statement for their own bias, conveniently forgetting about the EU members' trade with the rest of the EU.
Just because it's true that the EU and a large number of individual states will be negatively effected by us leaving, and even more so leaving with no deal ≠ the EU being better off giving us a two-cake deal than no deal.
From it's original inception Britain's relationship with European union has been characterised by arrogance and delusions of grandure. This is the culmination.
I'm loathe to spend too much time attempting to out any logic to a brexitty slogan,
but,
I thnk it is partly based the Trade Deficit the UK runs with the EU27*,
and maybe because the UK is one of the few net contributors to the EU Budget**.
*Some of this is due to other EU countries sweetheart deals with tech companies;
buy a Dell, it counts as an import from Ireland,
purchases from Apple likewise,
Starbucks domiciled in the Netherlands,
let alone the many companies domiciled in Luxembourg.
** When the north of the UK was hit by extraordinary floods in '15 or'16,
Cameron famously refused to apply for EU funding to restore basic services.