In 2013, an Italian programmer named Alberto Brandolini observed that - "The amount of energy needed to refute bullshit is an order of magnitude larger than is needed to produce it." It became known as Brandolini’s law, although it is an astute observation rather than a scientific conclusion. Unfortunately, we’ve had nearly a decade to observe just how often this is true, with the flowering of conspiracy theories and proliferation of disinformation all around us. Though the situation is daunting, with a better understanding of why humans are so susceptible to conspiracy theories, we can chart a way forward.