Quite literally. Aside from the broad lies - the infamous £350m a week for the NHS, and the "Absolutely no one is suggesting the UK will leave the Single Market", among many others - Cambridge Analytica aimed micro-targeted ads with knowingly misleading promises at micro-demographics.
The whole point of Brexit was to remove local and EU democratic oversight and turn the UK into a neoliberal dictatorship. Those responsible are perfectly happy to trash most of the UK's economy as long as they personally get much, much richer.
The entire project is a shocking exercise in leveraging exceptionalist collective narcissism into a pretext for oligarchy and corruption on a Russian scale.
Of course, the expectation that the EU should be saving the UK from its local elites who the UK press and voters continue to protect and elect is a strange one. It's certainly antidemocratic.
Imagine if you will, voting on what to have for dinner.
30% are vegetarian 30% eat only pork 30% eat only beef 10% eat any meat
Now, if the only two options are meat or no-meat, then you're going to get 30% voting for no-meat and 70% voting for meat - a clear majority. However when you got to the shops, what do you buy? Pork will only satisfy 40% and beef will only satisfy 40%, so you're going to end up with 60% unhappy with the choice.
I don't think you can blame the negotiators. The politicians sold a Brexit that was somehow going to be soft enough to allow access to EU markets, but strong enough that the UK didn't have to follow any rules or give any concessions.
The only two options on the table at any point in this were "stay in the single market but without any influence, and get rules simply handed down by Brussels" or "hard brexit", and the first was political suicide. Few (30%?) would have voted for Brexit had they had an honest vision presented as to what it would actually mean.