How can otherwise intelligent friends, family, or coworkers fall for absurd claims or cling to conspiracies that collapse under even basic scrutiny? It is not ignorance, and in some ways, that makes it worse. Once someone ties a belief to their identity, intelligence becomes a tool for defending the error rather than correcting it. The Greeks had a word for this refusal to learn, even when the truth is right in front of you: Amathia. It doesn’t simply mean ignorance.