" It is a common folk theory of progressives that ‘the facts will set you free.’ If only you can get all the facts out there in the public eye, then every rational person will reach the right conclusion. It is a vain hope. Human brains just don’t work that way. Framing matters. Frames once entrenched are hard to dispel. "

― George Lakoff , Don't Think of an Elephant! Know Your Values and Frame the Debate: The Essential Guide for Progressives