That, and sighted tests allow you to continue to believe what you want to believe.
Since sighted evaluations (I can't even call them tests because they usually fail the dictionary definition of the word test) purposefully engage every bit of prior knowledge that you have about the UUT, they exactly help you to continue to believe what you want to believe.
Giving a customer a blind test demonstration of a new component is just about the stupidest thing I can think of for a salesman to do, short of brutally assaulting or killing the customer on the spot. ;-) It is also just about the stupidest thing I can think of for a magazine devoted to subjective audio opinion to do. What could be stupider? Including a letter bomb with the publication? ;-)
When I first started testing blind at home, it was pretty challenging. It's humbling to discover that you can't even consistently differentiate between two components when formerly you thought one (you had paid a heck of a premium for) was clearly superior.
Sic transit gloria mundo for one's belief in strong differences among audio products of basic or better technical quality.