Some of it is stuff we all really like. So we choose to believe it (even if it's from someone like Swaim, though he's not the only one).

And some of it we don't like, so we choose not to believe it (even if it's from someone like Staples).

In the interest of not making this an echo chamber, it's worth recognizing that there's a lot of possibilities and nobody really knows but we need to at least consider that it's not what we've heard/liked from one side