Desperate prospects become more idealistic and convinced they know exactly what solution they need, making them easier to sell to when you present the right answer

Eben explains the psychological pattern where people in challenging situations become 'more and more desperate, but in a way, more and more idealistic' and 'think we know what the solution is' - leading to the point where they'll negotiate with God, saying 'I'll give you everything... Just let me live through this'