Common sense tells you that it is worth being properly aware of the risks of something before blindly carrying on with it. It's been stressed in several places that UK imports are based on a "just in time" approach, supplies arriving *when* they are needed, rather than days or weeks beforehand. It therefore stands to reason that any disruption to that supply chain can have serious consequences.
The insulin example is typical: the UK produces (almost) no insulin of its own, relying instead on imports; this, along with thousands of other medicines, would therefore have a severely disrupted supply chain if we were to leave on terms that slow down the rate at which these come into the UK -- terms that are certain to occur, by definition, in a no-deal scenario.
As it happens, various supply agencies are planning for this scenario and either building up or increasing their stockpiles: the very act of doing so indicates that Ridley's dismissive tone is mistaken. There are real risks to a no-deal scenario, and therefore it's right to highlight and prepare for them to avoid this.
That is what common sense tells you, and it is what Matt Ridley -- and, by extension, you and Sunny-D -- are lacking by just flat-out ignoring even the possibility of such risks.
Project Fear? No. Project Pragmatism.
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In terms of the BA debate, I could hardly expect to be awarded it myself, but it's nevertheless a shame that something so completely and demonstrably wrong in content and tone earns it. As a matter of fact I would have thought OG's first answer in this thread might have earned it, referring as he does to the idea that economic arguments should maybe not come ahead of sovereignty issues. I still think he's wrong -- but at least there it's a matter of opinion rather than substance.
There is no economic case for Brexit, certainly not Hard Brexit, that survives scrutiny. Claims that the UK will be better off, economically, in the short term are wrong. If that doesn't matter to you, then fair enough -- one has to weigh up risks, and a hit to our economy may be judged worth the risk. But there's no use in pretending that the hit won't happen. It already has happened, and it will continue to happen as we progress with Brexit, whatever form it may take.