Have you heard of Matthew Elliott? he is the one who masterminded the AV referendum in 2011 for the conservatives. He's turned public opinion 27% in favour of AV to 36% against by the time the referendum took place. He's the man who is masterminding now the leave campaign. His tactic is simple enough, like in the previous referendum, an exagerated price tag was put on the cost of AV and pictures of better uses of money did all the talking. This time his tactic is the same, exagerating the cost of membership and suggesting better uses for the money. The remainers are making the same mistake as his previous opponents. They head straight to the bait, pointing out the obvious error in the amount, thus repeating themselves the core message that there is a price to pay and the money can be better used elsewhere.