Because ANY information that gets to us is first filtered by our instincts, throwing out most of the things before they even get to our conscious brain.... and if the emotional brain system (limbic system) detects no emotion, it simply dismisses the information as useless!
Thinking we are actually RATIONAL BEINGS who are in control is a therefore a practical joke :-)
The limbic system, also known as the paleomammalian cortex, is a set of brain structures located on both sides of the thalamus primarily in the midbrain. It supports a variety of functions including emotion, behavior, motivation, long-term memory, and olfaction.
Emotional life is largely housed in the limbic system, and it critically aids the formation of memories:
It reveals your core strength, motivation and driver and – deriving from that – gives you valuable insights about how to best market yourself.