I think the "not a bad deal, just a different set of terms" is key. This isn't or shouldn't be about trying to get one over on the other side, the UK and the EU are not in a zero sum game, clearly levels of trade integration require harmonization of regulation, some countries are going to be happy with that in particular areas, some aren't, and to decline to integrate has economic consequences within that local context. And similarly just because the UK doesn't want to be part of the EU political union, that's not some calculated insult, it's just something we aren't happy to do. Not every partner of the EU needs to be part of the EU.