Now you're looking for the secret. But you won't find it because, of course, you're not really looking. You don't really want to work it out. You want to be... fooled.

--John Cutter, The Prestige

The context in the movie is a bit different, but it's a nice illustration of how people can let themselves be seduced by mysterious answers to mysterious questions, even when they purport to be "looking for the answer."