They undertake to fool themselves first - but it's not their fault, really. They don't realize it. These people think if they yell it louder and say it more firmly it somehow makes it true. As they sit in their fancy expensive chairs, like spiritual monarchs, they should feel ridiculous but they don't. These people aren't capable of much self-reflection. Just observe your own mind, and how easy your own stupid little mind is fooled even by it's own stupid self.