One the one hand, our economists treat human beings as rational actors making choices to maximize their own economic benefit. On the other hand, the same companies that hire those economists also pay for advertising campaigns that use the raw materials of myth and magic to encourage people to act against their own best interests, whether it's a matter of buying overpriced fizzy sugar water or the much more serious matter of continuing to support the unthinking pursuit of business as usual in the teeth of approaching disaster.
There are two common and complementary mistakes, which have been made over and over again concerning spirits by people in the Western world. The first of these is the orthodox Christian habit of assuming that all spirits are malevolent, dishonest and evil; the second is the corresponding habit, common in many New Age circles nowadays, of assuming that all spirits are loving, wise and good. Both of these attitudes are as foolish when applied to spirits as they would be if applied to human beings.
The attitude that psychologists call inflation and the traditional lore of Cabalistic magic, borrowing a term from religion, calls spiritual pride is one of the most serious dangers of this work.Those who enter the path of magic with too great an appetite for flattery or too strong a need for ego reinforcement will very likely find these things, but they are also rather too likely to find fanaticism, megalomania and mental breakdown along the same route. The thing has happened far too often in the history of magic in the West.