Part of the problem is that Remainers simply proved to be inadequate to the task of explainng why we should stay, or too patronising, too something and not enough something else anyway. I say this as a natural remainer (self-serving as I have many relatives living in Europe though can't affor to visit them), and am also remain for many other reasons, none of which were enough to persuade anyone I know to vote remain. I am surrounded by lovely, educated, level-headed Brexiteers who are not ignorant, stupid or racist.
Jux I think you are spot on here.
I think many Remainers probably voted for self serving reasons. I don't necessarily blame them. It was inevitable that would happen in the same way that it's inevitable that anyone working in a 'big state' public sector area is probably not going to vote for the 'small state' Conservatives whose first priority is always to trim what they see as an overblown public sector. Turkeys for Christmas and all that.
Leave was always more of an ideology; a sense that things should be better and indeed could be, for the country and our society as a whole, if we left the EU - in spite of the inevitable short and medium term challenges we would need to overcome.
Even if any Remain voters might have accepted parts of that ideology in principle, if leaving stood to impact on them as individuals in ways they'd rather not have to deal with, then it's understandable that they'd vote Remain.
Not everyone had the luxury of being able to choose how to vote without having to consider the potential implications for their job, their business, their family set up, their lack of citizenship in their country of residence, the fact that their child had just applied for a cheap university place in the Netherlands, etc. etc.
It's difficult to get accurate and up to date figures but I believe there are around 3.7 million EU citizens living in the UK. I've no idea whether those figures include children but even if they do, that's a very large chunk of people eligible to have voted in the Referendum. I think it's a no-brainer to assume many of those people were very motivated to vote Remain.
Likewise the 1.2 million or so British citizens living elsewhere in the EU. Especially those in very financially precarious positions trying to 'live the dream' in the sunshine while being dependent on a continued reciprocal healthcare agreement with the UK.
Then you have all the British citizens in marriages and partnerships with EU citizens living in the UK. Then the people who have invested in second homes in France/Spain/Portugal who just want to continue going back and forth as often as they like with no hassle. All those people might have voted Remain for knee-jerk, self-serving reasons rather than voting with a genuine and considered conviction that it was in the best interests of the UK .
In contrast, while Leave voters were probably much more motivated to vote than the average complacent Remainer, I don't think it's quite as easy to accuse them of being self-serving. It's pretty hard to think of a purely self serving reason to have voted Leave actually. Many people I know who voted Leave (me included) stand to take a substantial financial hit as a result, (I'm not going to explain how/why - that's my business) but that did not impact on the belief that it was still the right thing to do, taking all things into account and looking at the bigger, long term picture for the country and not just for us as individuals.