Abstract: Obscurity of expression is considered a flaw. Not so, however, in the speech or writing of intellectual gurus. All too often, what readers do is judge profound what they have failed to grasp. Here I try to explain this “ guru effect ” by looking at the psychology of trust and interpretation, at the role of authority and argumentation, and at the effects of these dispositions and processes when they operate at a population level where, I argue, a runaway phenomenon of overappreciation may take place.