We are absolutely convinced that they must be defended at all costs. Reason and evidence offer no challenge to such beliefs such beliefs. We know they are true. Our emotional investment in them discourages us from paying attention to contrary evidence. In short, there is no point in using reason to respond to beliefs without reason.
Reason is irrelevant.
Other strategies must be used. This document describes some of the strategies. It is based closely on earlier papers of the same name, with some additional material. If the teaching is sufficiently strong, the result is to inoculate us against the evidence. And so on.