Why is no deal better than any deal? There's no logic to that assertion. 
Unless your willing to walk away 'from a deal' then the seller EU knows they have you over a barrel and can dictate the cost and terms. Being able to walk away will get us the best possible deal because they want one to and dont want us to walk away.
What idiot goes to buy something and the first thing they say is, please sell it to me, I have to buy it no matter the cost, no matter the terms and conditions, I just need to buy it.
Duh! #Negioating4Dummies