It's almost as if, deep down, people like Noakes know it's all a lie. But they're so committed to the cause that the lie is serving, they don't know how to disentangle themselves. It's much more comfortable to keep lying and be cheered on for lying by all the self identified good people. No wonder they're so uncomfortable around people who are interested in facts.
It really reminds of a friend of mine who used to speak in tongues as a kid at her evangelical church. She knew she was faking it, but it was so much easier to fake it than to sit there wondering what she had to do for god to make it happen to her. And then once she was faking it, there was so much support from her community, she didn't know how to stop.