That's a fair old truth.
Where people currently are most likely provides them with meaning and security even if it's unproductive, unhelpful or even unhealthy place to be. It's likely they are conforming to a dominant consciousness that dictates what's acceptable and what's not, what to believe in and how to behave.
Pull gently on the rope.
Once they 'see' they can't un-see. Once they 'taste' they can't un-taste.
But they've got to do the seeing and the tasting. You can't do that for them.