>In all fairness though, the message is 'believe', not 'pretend to believe'. If you've been following this, my feelings about it should be pretty clear by now, but I don't think anything is gained by morphing 'say it' into 'believe it'.
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True enough. But the context was, you should believe because of the consequences of being wrong if you don't believe. Belief for that reason if not belief, it is pretension.