According to press reports UK gov people go around Brussels saying that all cards are on the table re a Brexit deal.
Given May's conference speech, no one believes them of course.
There is only only one logical explanation (other than they have lost their marbles):
May plans to start negotiating hard Brexit to please those she has to, in her party and the electorate, but at some point, when public opinion realises the costs (companies have already relocated, etc), she gives up the goal, quits and possibly calls for an election (or a new Tory leader is chosen). Then a soft Brexit is negotiated.
Unlikely indeed, but it's the only rational explanation.