Easy, people aren’t nearly as smart as they like to think. We love to worship the idea that humans are the ultimate rational beings, but in reality, we’re just emotional messes running on instinct. Take the orange cult followers, for example: their emotional hangover with the leader lights up the amygdala, that ancient brain junkyard where logic goes to die. So they happily ignore any facts that don’t cozy up to their feelings. Hopefully, someday evolution gifts us a bigger prefrontal cortex, the tiny part of the brain that actually does the thinking before we drag ourselves into extinction. But I wouldn’t hold my breath.