> none of the campaigners knew what they were arguing for

Case in point would be Owen Patterson, a prominent brexit campaigner, who wanted to

  1) Invoke Article 50
  2) Negotiate a new deal which looks very much like the EEA plus CU, but witout any closer integration
  3) Offer the public a referendum between that new deal and staying in the EU

However now that's "remoaner loser talk"