People have a strong innate desire to make sense of the world. Which is why they choose to believe something that on the surface provides them the answer to this immensely complex field of subject matter. People are often committed to the KISS principle and believe a simple answer is best, even when it does not answer everything upon closer examination, or simply fails. This the first point as to why people choose to believe nonsense.
The second point the article brings out is that of self-preservation. No one likes to admit they have been duped, especially when it means giving up point #1.This is when cognitive dissonance hits, and they run away from its painful effects.
I have experienced this firsthand when dealing with intelligent JWs. Lack of intelligence is not the problem. These points sum up the issue well.
This article should be moved to the "best of" section, if it still exists.