The basic moral of the story was that teaching facts to people only confused them, and made them more likely to just ignore the science and care less about conservation and the environment.
Based on this information, it's easy to conclude that the science I do is pretty much useless, because my efforts to communicate it with the end users does not result in internalization or improvement of the ways things operate.
Don't be discouraged.
The fact (oops, there's that word) is that we are a social species. People are greatly influenced by others in their social group. But facts do penetrate into those social groups. It can be slow, but it still happens over time.
Fundamentalism - the anti-American, anti-Christian branch of American Christianity