A new paper claims humor may have helped, and some emotion. Running a nonprofit like Science 2.0, one thing becomes clear; telling people that science is not killing them is a terrible business model. Europeans had to pass a law to allow companies to claim water alleviates thirst, that's how little science they know overall. Most science denial is instead a values issue, not based on data.Yet sometimes people truly just do not know any better. The notion that a local newspaper would be better able to explain climate change or vaccines is a little silly.