As Alex noted, immigration is a key sticking point for the prime minister (and it was one of the most talked-about topics during the referendum campaign). But the White Paper was careful about how it has framed the debate, instead referring to "public concern about pressure on public services".
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The key slogan of those who campaigned for Brexit was "Taking Back Control". That referred to Parliamentary sovereignty, something that now Foreign Secretary Boris Johnson, promoted heavily last year.
But, online, people have noticed that the White Paper notes that Parliament has always been in control, even "if has not always felt like that." Labour MP Jess Phillips said the line "makes parliament sound like a stroppy teen."
Theresa May has to strike an optimistic tone about the Brexit negotiations, even though she campaigned to remain. But in reality it's hard to see why the EU's other 27 members would want to give Britain a better or equal deal outside the bloc than it already has inside it.
Theresa May has consistently said she wants a `bespoke' deal with the EU for post-Brexit trading arrangements. She makes a good case here: Britain will exit the bloc with equivalent regulations to the EU, unlike the bloc's other trade partners.