The cogito recognizes things and gets in the details, moving among spaces while invoking and imagining other sights and spaces, prone to self-deception.
Indeed, psychoanalytic theory suggests that self-deception can work only if there is more than a little truth in the deception.
Now it is clear that the pride of this people was the product of self-deception, counting the whole world as insignificant in their view.
In this case, because the desire in question is short term, it is difficult to distinguish self-deception from a real change in desire.
Unhappily, it is a method, which lends itself very readily to self-deception.
It is not cussedness, or blindness, or willing self-deception that leads him to believe this.
Commitment to revealed-preference theory also seems to involve self-deception.
Their answer is that pride can motivate this choice and self-deception can maintain it in the face of unhappiness.