I have a theory about the referendum: The Remain vote was handicapped because of the connotations of the words 'Remain' and 'Leave'. These two words came to define whether you were for Europe or against it. The word 'remain', however, tends to have negative associations. 'The remains of the day'. "Remain as you are", an order with military or even prison connotations. "All that remained were a few dregs." Leave, on the other hand, is a stronger word. "We are going to leave this awful union, come what may." So subliminally, voters leaned towards the right choice, which was Leave.