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This is called sophistry, and it had already been debunked by Socrates 2500 years ago.

He made a lot of eloquent ennemies in the process, which probably didn't help during the trial that sealed his fate.

It was my understanding that the derogatory use of "sophistry" implies an intent to deceive, which is not professed by the author of the article.

He's not just advocating deception, he's advocating that if you deceive anyone, be sure to first deceive yourself.