Don't mistake the purpose of the voters themselves for the purpose of the campaign for their votes, especially not in the eyes of others.
The voters got targeted messaging for what they were most likely to believe, but taken as an aggregate the campaigns were contradictory.
(This also means that most people who say they aren't getting the Brexit they voted for are probably sincere and justified in that, even though people like me did tell them this at the time).
> We pay to the EU more than we get - which was absolutely correct btw.
As with recent claims of progress in nuclear fusion, it depends on where you draw the boundary of the system.
The EU, being a free trade agreement with the unusual extra layer of some democratic self-updating that most FTAs don't bother with, also made it easier to do business and thus create wealth.
I know this isn't important to your point, but I do find it rather bizarre that the EU, which is mostly white and Christian, got the flack from people who say they want a white Christian country.
That said, I saw such nonsense at the time, racists blaming the EU for too many Africans and Middle Easterners.
I would add a third pillar of the Brexit campaign to your two: "take back control", from all the people who didn't like the EU limiting what the UK could do. This included the Human Rights Act and ECHR even though that's technically not the EU.
That last bit connects to the right to privacy.