Sometimes, you need to fight fire with fire. Taking the high road (sharing information; describing costs, benefits and risks -- all that cognitive stuff) is necessary, but it's not sufficient in today's deafening cultural environment. As proven by both politics and Politics (my ... an L. Frank Baum moment!), negativity works. Nasty works. Totally absurd arguments can be persuasive, particularly when they're never pointed out for what they are. Gresham's law applies to information as much as to fiat money (which is, of course, only information with prestige).