The EU position was consistent from even before the referendum: Either in or out of the single market, no cherry picking.

Each PM in the UK's neverending parade gained power by telling their electorate "I have this genius plan that'll totally let us cherry pick" only to be deflated when the EU held to its clearly stated position.

The problem with Brexit was that the Brits wanted something that was never on the table, they voted for Brexit under false pretenses and then got mad when they couldn't get what they wanted.