We endure what appears painful or harmful because we believe that longer term it is actually going to be in our interests. Sockty's thought this is a good approach, like we can do this over and over again in many different areas of life. But very quickly he realised there was a category of individuals who were doing something quite contrary to this by using the misleading power of appearance. They became extremely wealthy as celebrity speakers but they used rhetoric and persuasion skills to manipulate the emotions.

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