Imagine looking back at a lifetime wasted working for a printing company that demanded overtime, interfered with your family life, and didn't pay you a dime.
They desperately want/need justification for their efforts.
That's why they have to keep believing its just around the corner. They've invested their entire life and being. They can't have wasted their entire life so it has to be close. I can imagine how desperate they would be if they let themselves think they might have been wrong. I think thats when you'd see individuals mixing up their own Kool-ade.