In the annals of denial, it doesn't get much more extreme than the Seekers. They lost their jobs, the press mocked them, and there were efforts to keep them away from impressionable young minds. But while Martin's space cult might lie at on the far end of the spectrum of human self-delusion, there's plenty to go around. And since Festinger's day, an array of new discoveries in psychology and neuroscience has further demonstrated how our preexisting beliefs, far more than any new facts, can skew our thoughts and even color what we consider our most dispassionate and logical conclusions. This tendency toward so-called "motivated reasoning [3]" helps explain why we find groups so polarized over matters where the evidence is so unequivocal: climate change, vaccines, "death panels," the birthplace and religion of the president [4] (PDF), and much else. It would seem that expecting people to be convinced by the facts flies in the face of, you know, the facts.