Norway was a nonstarter because the UK said they wanted an opt-out for freedom of movement, which is the EU's red line. They do not want market access for only capitalists. If the UK had actually asked for a Norway-style deal they probably would have gotten it.

The UK also regularly complains that the EU won't let them opt-out of ECJ jurisdiction in any trade deal negotiations, which is pretty basic as far as a deal goes. US trade deals demand ISDS processes which are arguably worse, and the WTO has its own court jurisdiction for trade disputes under its treaties. All global trade requires an agreement as to who can sue where for what, which means surrendering some sovereignty.