Personally, like an earlier poster says, I don't think are, or were that bad at 'following the rules'.
I think it's a line being fed to us so we're ready for a stronger lockdown, although it will also have the effect of fragmenting our already Brexit- fragmented society further as we seek to either apportion blame to those we perceive are 'breaking the rules' (cf MN...); or kick off social unrest because of the unfairness, as, nightly on the news, reports of 'mass flouting of the rules' and 'probably further clamp-downs' are accompanied by 3-4 day old, if not week old contradictory footage of a few people calmly sitting in well distanced groups in parks; or Brighton beach, wide shot, with 8 people in sight; or policemen gathering around a single bloke sitting on a park bench, or 6 cars is a beauty spot car park with no one in sight.
This 'rule breaking' is a narrative they want us to believe, rather than have us examine the reality that they imposed measures too late, due to our exceptionalism.
And the rate of infection is the measure of containment, but one we struggle to measure because we do not have the kits to do so.
Death rates seem simpler, but I think are particularly misleading in a league table!