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We can be blind to the obvious and blind to our blindness - Daniel Kahneman
It means we often fail to see clear, evident truths, and on top of that, we're completely unaware of our own ignorance. It's a two-layer cognitive failure.
People live under the illusion that they know Meaning Factcheck Usage

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People live under the illusion that they know what they want, but often what they want is what they think they should want - Daniel Kahneman
Our conscious wants are often just echoes of what society, marketing, or our peers have told us is valuable. The real driver is a deep-seated, often irrational, cognitive machinery.