People got used to buying dips and making big profits, and the market will always come back. How many people here remember the 2000 Nasdaq crash, IT TOOK 16 YEARS TO JUST BREAK EVEN-and there were many periods in recent history where people never recovered their losses during their lifetime. Take a look at the monthly chart of the nasdaq below and see the 16 year period it took to break even , for people who bought close to the top in 2000.
https://www.tradingview.com/x/eFIUCx3C/
As hard as it is to resist things on your own, it's so much harder when you feel a duty to explain and warn others, especially if they are young enough to have no real memory (as in a personal portfolio that suffered losses) to remember.
Intellectually they will say, OK, so it crashed, took a while to come back, then 2008 came, and look what happened since. Everything will come back and be higher. They find it hard to Internalize that starting point makes a huge difference, that certain times when liquidating assets are beyond your control, etc. etc.
One of my favorite articles on the topic is Richard Russell's a"h Rich Man Poor Man (search Google, it's been published in several places, though only a few of them have the full version.