...the idea of a spiritual part of our nature that survives death, the notion of an afterlife, ought to be easy for religions and nations to sell. This is not an issue of which we might anticipate widespread skepticism. People will want to believe it, even if the evidence is meager to nil... compelling testimony ... provides that our personality, character, memory ... resides in the matter of the brain, it is easy not to focus on it, to find ways to evade the weight of the evidence.