For people whose main takeaway from this is that the other nine questions won out, I really need to remind people that the main question here was question 10 (the remain, or start the separation referendum question), and that if you weren't deeply politically engaged, a lot of the other questions would confuse the hell out of you on first glance.

The immigration questions won out between 15 to 20 points. Compared to 51 points for question 10, that's not a lot. Question 10 was so much of the draw that poll workers like myself were mandated to count those votes first. The average person isn't as educated on the other questions as question 10, and as such, people often don't know why the immigration questions are bad while thinking they're completely reasonable on first glance.

Question 3 for example, there's been an influx of international students using food bank resources. The average person looks at that and says "why are you here if you can't support yourself" and gets frustrated with the students rather than the government for giving those students a false benchmark for financial stability. Others know of Temporary Foreign Workers taking a bunch of entry-level jobs and while they rightfully blame the government on that front, they wrongfully blame the workers instead of corporations that abuse both their rights as workers and the Labour Market Impact Assessment. A person not deeply involved in politics would look at question 3 and say "yeah, makes sense considering current circumstances" until you explain to them why that's bad.

Alberta's Voice ran "kNOw the nine" campaign. The campaign that took off was Forever Canadian, which was headed by someone else. The reach the campaigns had wildly differed, and the education needed for the former was a steep uphill climb. That was intentional by the UCP, and I genuinely think that if people were more properly educated about these things and if the education needed wasn't so steep, that these results would be different.