Psychology is a powerful marketing tool. It seems to me that if you call the referendum Brexit you are implanting the seed of leaving right at the start. For all of those who wanted to stay, why didn't they fight about the name of the process up front?

The nation is in shock, divided, & London, a truly cosmopolitan child of the world is reeling. More than 55,000 took to the streets of the City of London marching from Marble Arch to Trafalgar Square expressing their disappointment. What will happen to us now was shouted from every corner. The home made signs say it all - we want to stay!