Storytelling, emotion and vulnerability
I will note that I have not yet read the related book but the article points to our vulnerabilities to manipulation when our emotions are being played. As I said here: https://facingthefireswithin.wordpress.com/2012/09/28/middle-east-rage/, we can be quite vulnerable to such techniques when our anger is strong. This is hardly a new concept and the fear of mobs is very old.
If you walk your version of the path of Fire, you have a responsibility to be aware of this issue and work on ways to defend yourself.