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Umberto Eco's Foucaults Pendulum, about half way through the book. The protagonist, Jacobo Belbo is having a conversation with his girl friend in which she warns him about playing with peoples beliefs. She says (I'm paraphrasing) " Be careful Jacobo. People are so desperate to believe in something, that once you start them you can't take it back and say you were kidding."
I read the book years ago, but I still remember how much sense that made to me then and today.
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