People who want the UK to stay in the EU usually belong to one of two camps. The pragmatists argue that, for most of the British public, Europe remains little more than a common market and a major source of trade and jobs. The believers, on the other hand, plead that much more is at stake: it’s about our identity and the sort of country we want to be. The former see the referendum as a war of facts and figures, the latter as a battle for hearts and minds. Both want to win but disagree on how to get there. Both might be wrong if the old adage holds true that referendums are never about the question on the ballot paper.