In reply to your first sentence, I'm quite sure he knew at the outset that Europe would never agree to what the anti-EU British really wanted and that whatever he did get would have to be spun.I don't think that David Cameron actually made the decision that he was going to wage a propaganda war.
Surely his aim was to get the best deal that he could in order to pursuade the British public to stay in the EU? The fact that he hasn't managed to get that deal doesn't seem to me to be due to any lack of trying on his behalf, rather a reluctance by the EU to give in to his demands. And his demands have been shown to be the demands of a lot of the British public - to stem immigration with all it's implications, to return some voting, judicial and sovereign rights to us from EU hands and to give us a fair deal within the Eurozone.
He seems to me to have worked damned hard in the face of impossible circumstances and I don't suppose it should surprise anyone that he is now making the best of a bad job, (which people will generally see through).
But I fully agree with all the rest of your post since he cannot be blamed for the rather negative outcome. It was always going to be thus.
My criticism is that in trying a bit too desperately to spin the result to date, he's reinforcing the anti movement. I think it would have been wiser to delay any comments until the more final stages nearer to the vote.
Then, in a more neutral atmosphere and with the help of the sympathetic EU members, he could pull a rabbit out of the hat with a surprise gain to swing the final vote. He might yet try that, but he's made it more difficult now.
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