It's hard to feel like you've been had. Tricked. Duped. Bamboozled. Led astray....
...when you see it coming.
Besides, when you don't bring something concrete to the table, and someone else does, regardless of how what the other person is bringing, it's still "something," and for some people, that's better than nothing.
Maybe that's why it's easier, instead of looking straight ahead, to look away.