Win Bigly: Persuasion in a World Where Facts Don't Matter

Confirmation bias isn't an occasional bug in our human operating system. It is the operating system. We are designed by evolution to see new information as supporting our existing opinions, so long as it doesn't stop us from procreating. Evolution doesn't care if you understand your reality. It only cares that you reproduce. It also wants you to conserve energy for the important stuff, such as surviving. The worst thing your brain could do is reinterpret your reality into a whole new movie with each new bit of information. That would be exhausting and without benefit. Instead, your brain takes the path of least resistance and instantly interprets your observations to fit your existing worldview. It's just easier.