An inconvenient truth. That's where what you believe and what is true don't match. So you have a choice. Ignore the truth and label it a lie or accept the truth and adjust your beliefs. There seem to be more folks opting for the former and shunning fearing despising reviling rejecting vilifying the latter.
The lying one keeps lying repeatedly as the truth is uncovered. The more truth the bigger the lies. It doesn't vary. Is that a new methodology to convert brass to gold? Alchemy with words? You keep saying it and working it and eventually it is the truth? Or is truth always inviolate and lies always evil and everything else just packaging?