Exactly.To my mind, that weird attitude towards the EU has existed forever. Or at least, pretty much as long I've followed the news from the Netherlands (since somewhere around 1990 I suppose), the UK has been a reluctant partner, and an obstacle rather than a constructive member. (As a general observation; I'm sure there have been exceptions to that.) I imagine that has always been accompanied by discussions in the UK that focused on the negatives of the EU, at least from one side of the political spectrum.
Most all right wing press were constantly blaming the EU for anything and everything.
A good example was the Daily Mail totally incorrectly stating that the EU had not signed off its budget.
And of course the Tories kept feeding lies to in order to deflect any blame onto the EU.
But there was no obvious advocate of the EU to counter those lies and balance the narrative.
And the gullible masses lapped it up.
To be honest, I was a bit surprised that the remain vote was as high given all the propaganda.