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Moses was up on a mountain one day and he sees a bush burning but not being consumed. How can this be.
Hallucination? A propensity to lie to others? A need to bolster his reputation as the leader? He was alone when it happened and all correspondence with God was also when on his own. It may well have been a ruse intended to secure a place of authority that he would not have by dint of leadership.
Many possibilities exist that are quite mundane and ordinary and,quite frankly, human. Like the old adage says "when you hear the sound of hooves think of horses before zebras."