So first it was a really tiny amount of the population fighting to have a referendum. The vast majority of the population didn't care about the EU or being in it or out of it. Moderates still gave in - moderates in the Tory party, to keep their party together.
Then in the referendum it was fighting to leave the EU, but said that leaving would mean having close ties like Norway.
Leavers shifted the goal posts to wanting the least possible relationship with the EU, and for a lot of Leavers abruptly ending all relationships by No Deal is the only way, and indeed Brexiteers/Leavers like Farage are actively calling for and encouraging others to call for No Deal. Moderates and remainers are now accepting the least possible relationship with the EU, to avoid No Deal. (I do know that some Remainers are unwilling to compromise this far.)
When No Deal is achieved, what will Nigel Farage and the other forces behind him and with him want? What will the next shift in the goalposts be? What will they convince people of next?
I think it will be "billions wasted on the NHS".