He certainly was...the initial stance was that because the UK was so bloody important 'we' would be able to sidestep the EU and do individual deals with Germany for cars, France for cheese, Holland for cut flowers, Italy for Prosecco, Poland for shaggable nannies etc. These were the things that were important to Boris and his chums, and were highlighted as such by them at the time.
Much to the surprise of the Tories (most of whom would happily stab their own grannies if there was a few quid in it for them), the EU27 stuck together, and the EU negotiating team did what they were told told do, which was to protect the integrity of the Single Market, which all nations in it, including the UK, had signed up to.
At this point the sheer stupidity of the likes of Farage, BJ and J R-M was highlighted. They thought, that because the Uk had a trade deficit with the EU27, that 'we' were more important them 'them'. How would they manage without us eating their cheese, shagging their young women and then buying prosecco and cut flowers for our wives after 'we' got found out?
Oh dear. In fact 48 % of UK exports were to or through the EU27...and just 8% of the EU27's exports were to the UK. Even the car industry (remember the promise that the Germans would let 'us' do as we liked providing we continued to buy German cars) was more important to the UK than the EU...because the EU was the UK's biggest export market for cars and automotive components.
The EU was under no obligation to be 'reasonable and fair' with the UK...the UK decided to leave the EU, for reasons that defy explanation. The EU was obliged to look after its own. They've done a good job. Well done them. I look forward to the UK rejoining in 5 - 10 years time.