We’re used to the future turning out differently than we expected; it happens all the time. When the past turns out differently, though, it can get really upsetting, and because people don’t like that kind of upset, we’re at risk of finding new reasons to believe false things, rather than revising our sense of what actually happened.

Too true.  It’s really hard to admit one could be so passionately wrong.

via The Failure of #amazonfail « Clay Shirky.