People don’t deny the obvious because they "have a cogent argument about why it’s wrong." They deny it because they think it will make their life better, even if there is strong evidence that they are wrong. "Simply because denying it puts me into a circle of people where I feel comfortable denying it."
Seth Godin has honed this extraordinary ability of using powerful stories to help you see different points of view of the idea he’s trying to convey. This idea is from his podcast’s episode Gravity, Evolution and Ideas. Worth listening to the whole episode.