When appealing to the masses gurus and experts will often position themselves as your peer rather than a figure of authority.
They might use words like we, or us, or our in order to build a relationship with you for the simple fact that we're more apt to listen to our friends than someone in a position of power.
The belief is that you can't advice people: "I already knew that, thank you very much."
Why then might we feel the need to portray ourselves as experts when in fact we know very little.
Think of all the things we might miss out on if we presume to "know-it-all"
Maybe, we could all work to be experts in listening, and take an interest in 'interesting' instead.
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