I think it's a large element is the value that we place on what we have personally experienced or things that are very personally relevant to us. A really good con artist tries to set up those experiences and especially tries to give people exactly what they're expecting, exactly what they'm predicting. I think in some ways they use that same principle of giving people an extremely powerful personal experience. Sometimes they will deliberately make a mistake and then admit that they made a mistake, which gives more credibility to everything else that they're saying. So even John Edward will say, sometimes things come through, I don't know what they're, so it's all part of the same process.

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