one likes to feel they know something another person does not. It
gives us a feeling of superiority. Tricksters can play on that by
pretending to give you preferential treatment or make you feel they
are letting you in on a secret that other people do not know. Many
scam web sites tell you they have some secret cure from the nether
regions of Europe or China that western medicine doesn't know about.
You would feel great if you could walk up to your dermatologist
point to your lovely full head of hair and tell him/her where to
put their less than perfect treatments. Swindlers will draw you
in with special information booklets for sale just to you, exotic
ingredients most people have never heard of, limited product supplies
so "get yours before stocks run out", or secret passwords
to special areas of their web sites that "reveal all".