I'm not underestimating any of it. There's a been a culture of 'blame the EU for everything' from the outset. I think the vote will be Out, with the strongest Out support in England, particularly the Home Counties. Cried is right, people do tend to vote for the status quo. But (in England at least), EU change is seen as being the new thing. Both the in and out campaigns are just irritating people more than anything, not changing long term views.
Sadly, I don't think the more casual anti-EU sentiment that has been going on in the background for years is well informed. First it was suspicion about France and Germany trying to take over Europe, then standardised use of metric and various food regulations were seen as an attack on British culture. After that it was anger about immigration and migrant workers, objections to human rights legislation and health and safety law. Health and safety culture is far more intense in Britain than it is in any other EU country I've been to. The British administration itself specialises in multiple tiers of management, freeloading private consultants and think tanks, this is why it spends so much. International immigration isn't the product of the EU, and migrant working isn't likely to end.
At the end of the day, it's looking like a lot of anti-EU sentiment is based on 'no foreigner tells me what to do'. If there's less EU opposition in Scotland, that speaks volumes about England.