"Face" is important to Thais and many other Asians. Often, appearance is more important than reality. "Willful ignorance" can sometimes be attributed to Buddhism, and the value of accepting things as they are, rather than how we think they should be. In the West, we often have a different problem. We always believe we are right. If someone disagrees, we believe they are wrong. Judging by the responses, to the responses, we may be dealing with the latter scenario.