bullshit makes you care less about what is actually true, they try to capture you in terms of attractiveness (marketing) - you can't lie to yourself since you know what is truth, but you can BS yourself by redirecting your attention - believing is not the only thing you can do - trying to look for something you don't know exists is BS We can realize things are more real as we try to find the underlying principles that connect things. We can laugh at an absurd marketing commercial, but still buy it because we haven't activated [[System 2]].