It's because they think we take in information the same way they do.

The process in which they construct understanding:

1. Feel something (id)
2. Come up with an explanation that satisfies id. (Super Ego)
3. End process

How real understanding is best constructed:

1. Feel something
2. Come up with an explanation that satisfies id.
3. Ego passes the explanation over to Super Ego.
4. Super Ego looks for any aspect of the explanation unsupported by objective fact.
5. If a gap of knowledge is discovered, ask why recursively until you cannot ask why any more.
6. Super Ego passes explanation back to id via Ego again.
7. Id tells you if the explanation feels like it's bulletproof.
8. Go to sleep because that was a lot of hard cognitive work and you deserve it, and the other person didn't do any of this work.
9. Understand that the other person that opposes you likely didn't work as hard as you to disprove yourself.
10. Listen to them call you lazy for not doing the work.
11. Present Day

You can't change minds if you don't know how their minds work.