They want to find Tahiti, but only dream of its pleasures. And the sole way to reach these voyagers is through the only way they act and live. The argument needs to focus no longer on logic of facts. The appeal must be on the level that these seafarers cruise. Emotion is the key to that plea.
Self interest underpins that sentiment, while apparitions of feeling good is it's real goal.
It is up to the rest of us, that last remnant of souls who have intellectual integrity and rational thought to find the way to feed the impulsive and malleable craving of those who accept the 'TC' culture. If reason and facts no long work, let the appeal be emotional.