Both the UK and the EU want the best possible deal they can get but one thing the EU has to concede is that the UK is their biggest trading partner so if the UK is buying billions of EUR worth of products from the EU then it will hit them harder than it will hit the UK.
The current UK Prime Minister is not a push-over like his predecessor (ex-Prime Minister May) and they EU have to got to accept what was announced a few days ago by the British government, they will not extend negotiations beyond 31st December 2020 and any deal needs to be signed then because the UK will not be part of the European Union from 1st January 2021 in any way shape or form or be bound by its treaties - unless it forms part of a new deal between the two parties.
The goal of the UK is to be in the European Economic Area, just like Norway right now. The question is if both the British government and EU officials are looking for this solution.
From past statements of high-rank officials, it seems as if they wanted vengeance upon the Great Britain.