I like to think of it as a backlash against commercial and globalisation. It’s a popular refrain from the right that we’ve lost our British identity. I’m not sure which identity that is, though, and people that say it also seem to struggle to define it. Presumably an ideal from some point in the 19th century, when “red tape” and “wokeness” didn’t stop people making money. I can understand why reaching back before the “Age of Discovery” for some shared identity would appeal to people.
I feel similarly with paganism and the import of Christianity. When you consider the population of the UK was already 75% immigrants circa 400-800 CE/AD and you consider that Stonehenge was completed circa 1600 BCE/BC, it’s tricky to track down your cultural heritage.