Earlier quoted context omitted.
The UK already had so many opt-outs and rebates compared to all other members, there really wasn't that much room for more concessions, certainly not of the type that the UK "leavers" wanted.
Some "leavers" just want to trade with the rest of the world with flexibility and not be bound to the EU. It's a hard argument to make that the EU is better when "leavers" compare the economic growth of the EU, which employs protectionism to prevent easy trading with outside of the EU when comparing the potential trade deals with the rest of world outside of the EU, without the need for VAT etc.
Protectionism is what we like to think of as standards. It improves lives in Europe.