Now that the ref is done and over with, it is worth doing an evaluation of the Pro EU - Remain campaign.
I remember debating hordes of Eurosceptics - Kippers about the EU all the way back in 2005 in the European Commission's Online Forums.
Where were pro EU Britons then?
It is evident the ref was going to take place as many as four years ago. Who started campaigning then, especially online?
Much like the Swedish Euro ref, the pro EU - Euro side started way too late to win.
In the UK, the pro EU camp relied on the offices of the European Commission and the European Parliament to do "PR" for the pro EU side.
The other reason, was complexity of the messages. The Leave side spoke to the hearts, the Remain side to the brains.