Have you considered that it might have been about democracy? Just a thought.
Even if the worst (ludicrous) predictions of Project Fear come true and every family ends up £38 a week worse off*, that's around the average Sky sub. A small price to pay for getting my right to vote on who governs me back, but YMMV.
* That's not actually 'worse off', of course, it's less 'more well off' than some hypothetical 5-year future timeline.