Re: @ werdsmith
I think that really is how it happened. It was leave and their bus slogan that was the proven lie, a falsehood that was known by the people pushing it to be false.
Whereas what remain were doing was trying to tell us that the consequences of leave were bad when nobody actually knows whether that is true or not.
This is why UK Statistics Authority had to intervene against the leave bus slogan, and why Iain Duncan Smith had to back down. But by then it was too late because the UK residuum voters had already been sucked in.