Part of it is attacking the information, not the person. People conflate the two and you gotta work hard to separate them. Being wrong doesn't make you a bad person but refusing to consider if you might be is a sign you might be an asshole.
Also, well, if you can tell someone isn't gonna change their minds but you have an audience, you have the fight not to convince the person you're talking to but everyone else that's listening. Never forget you have an audience.
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