Spotting falsehoods and unkeepable promises is vital. Of course the Remain campaign spread a lot of rubbish, too. But I figure that's because increasingly it has been found to work. The 2015 election campaign and the 2014 Scottish Referendum showed that fear, demonising the opposition, bribery and lies can win.
Not sure I agree with this. It's the received wisdom based on the result of the Scottish referendum, but I personally think that the experts called it wrong there. At the start of the campaign in Scotland No was leading by almost 30 pts. By the end, after weeks of relentlessly negative campaigning, the eventual margin of victory was 10 pts. For sure they won, but you could also argue that they shed a huge number of voters over the course of the campaign. Maybe Project Fear didn't actually work, maybe it just narrowed the margin of victory.
For me, Remain threw this referendum away by the tone of their campaigning. There was no attempt to make a positive case for EU membership, it was all a relentless torrent of dire warnings that grew ever more hyperbolic as the weeks went by. From speaking to people I noticed that everybody I knew just stopped listening after a while, and many people got so pissed off with the whole thing that it tipped them over into voting Leave. It was a big mistake in my opinion.