Like so many other areas, they have been deceived. They have been convinced that Satan's plan is better than the Savior's. Happiness does not, and cannot, come from pride, hatred, animosity, enmity, and all their accompanying ugly baggage. The proud love the praise of men more than the praise of God. It is the power by which Satan wishes to reign over us.
Pride is essentially competitive in nature.
We pit our will against God's. Our will in competition to God's will allow desires, appetites, and passions to go unbridled. Our enmity towards God takes on many labels, such as rebellion, hardheartedness, stiff-neckedness, unrepentant, puffed up, easily offended, and sign seekers. The proud wish God would agree with them. Another major portion of this very prevalent sin of pride is enmity toward our fellowmen.