The deal isn't satisfactory at all, as it offers no legally binding way for the UK to decide to leave without the EU's permission. The EU could string out border and trade discussions for years and the EU would be defacto in the EU but without a vote.
David Cameron tried to discuss reform with the EU before the referendum, but was rebuffed.
2) There was no plan and no negotiations before incoming the article or trying the referendum. If the were serious plans before, situation would be different.
3, 4) Yes, but apparently even having someone doing Leave is no good either. It is a mess. The most vocal and radical proponents of it have left the scene.