NanoViricides Inc. (NNVC)

[KMBJN]

Studies show that when a belief is strong presenting evidence to the contrary is unhelpful.

Agreed. I think that could be why your PhD physicist friend with all his training "knew" the new theory was wrong, and why some are certain that NNVC is a fraud that will eventually go bankrupt:

Failure to look at and accept evidence, due to preconceptions. It could be why there is no rebuttal of the science that has been presented for BLP and NNVC, except for repeated strong statements of "it can't be true!" and "it must be fraud!"

For instance, there is a claim "modern QM must be right, and anyone who says otherwise must be wrong." When presented with evidence that modern QM is wrong - for instance that the "quantum limit" for temperature has been broken, against all "laws of physics," this is ignored. Similarly, when presented with evidence that nanoviricides work well in animals, this evidence is belittled in every way possible, most commonly as "it's a conspiracy of fraud of all involved."

Some times these things just take a while to play out, when the evidence accumulates and can no longer be ignored.

So yeah, I am probably wasting my time if my goal is to convince those with strong preconceptions, if they don't have an open mind. That doesn't mean I will stop presenting the truth as I see it, nor stop considering all the evidence and possibilities to arrive at the truth.