Because "again, all that one can hope for is an open market. Boredom has always played more of a role in human history than we are prepared to admit. And we should never underrate the boredom induced by empty ideas pretentiously paraded". Jerome Bruner wrote those wise words, very applicable to people who, much like ourselves, are in love with love. However, we do experience a conflict between empty ideas vs. gut feeling (there is no doubt in our mind where you belong). But, point taken.