i personally think that the reason so many people get stuck with their ideals is because of a phenomenon known as cognitive dissonance , its noted as the "uncomfortable" feeling one gets when they hear a contradictory argument and/or something that challenges a long held or strong belief. Not sure about it being thrilling (i personally really enjoy a good argument, as long as respect is maintained and it doesn't turn into a poop flinging contest)
but for many an argument is like a personal assault for some people, they get the attitude "but i feel it so strongly, how dare you challenge that". I do like the point about people thinking polar opposite arguments are the be all and end all of each side, when the truth is the grey areas in between, a great point.
I may look that book up, thanks for sharing it, hope you are having a nice day