That's what Sam Harris dubs our inability to accept the truth about burning wood:
The unhappy truth about burning wood has been scientifically established to a moral certainty: that nice, cozy fire in your fireplace is bad for you. It is bad for your children. It is bad for your neighbors and their children. Burning wood is also completely unnecessary, because in the developed world we invariably have better and cleaner alternatives for heating our homes. If you are burning wood in the United States, Europe, Australia, or any other developed nation, you are most likely doing so recreationally—and the persistence of this habit is a major source of air pollution in cities throughout the world. In fact, wood smoke often contributes more harmful particulates to urban air than any other source.
I have discovered that when I make this case, even to highly intelligent and health-conscious men and women, a psychological truth quickly becomes as visible as a pair of clenched fists: they do not want to believe any of it. Most people I meet want to live in a world in which wood smoke is harmless. Indeed, they seem committed to living in such a world, regardless of the facts.