But it doesn't say much for the pull of the EU, does it?
It means the mere existence of the EU, even in its current form, is better than its non-existence. And that belonging to such an EU, even in its current form, is better than leaving it. It couldn't be clearer.
The fact is that the EU in its current form is flawed. Brexit supporters and anti-EU people point at those flaws and draw the conclusion that the EU is the worst thing that's happened to mankind since the third reich. These people usually (not always I'll admit) have an ideological bias. For the most part it's about "sovereignty", which actually means nationalism : the idea that one's nation is superior to others', and that with your fellow countrymen you want to make decisions that are good first and foremost to your countrymen, even at the expense of the rest of the world.
I respect nationalism just as much as I respect other ideologies. Which is, much more than most people nowadays, when the main ideology is pragmatism and whatever works, and most people hate ideologies. But I'm certain that the bias many people have from nationalism is making Brits overestimate the flaws of the EU and the dangers of staying in, and underestimate the enormous problems that leaving would create.
Yes leaving the EU might feel like an adventure, where Britain could go through all the challenges and have it work in the end. Just like crossing the amazonian rainforest alone and naked is an adventure that, if successful, would make a great story to tell your grandkids. It doesn't mean it's a good idea.