My belief that this is about reasoned argument is incorrect. For many people details are for others to sort out, they simply go with a newspaper headline, or a soundbite that they might have heard on TV or radio. I know people who never ever watch a news programme, preferring to be "entertained". WTO rules, and they wouldn't know what you were talking about. It is about appealing to emotions a select committee were told by UKIP funders. It doesn't matter if it is the truth, you just have to find the words that stick with people.
