Fear Is The Deciding Factor.

Writing in the FT, Gideon Rachman argues that “A majority of British voters tell pollsters they would like to leave the EU. But the actual vote, after a referendum campaign, would probably be very different… the British public would almost certainly opt for the status quo – staying inside the EU.”
It is very clear that the 'get us out asap campaign' can only succeed if fears of the electorate be addressed in advance of any vote so that they will not fall victim to propaganda, hype, the huge amounts of cash which will 'magically' appear to support the 'staying in lobby', heavy media bias + scaremongering aplenty.