Before becoming New York's governor, state attorney general Eliot Spitzer earned a reputation as the moral police of Wall Street. Of course, that persona ran counter to his undercover patronage of a high-priced prostitution ring. Such inflated public morality often stems from a person's own dirty secrets. "Have you ever seen how a guilty person reacts when accused of lying or cheating?" says Hirschhorn. "The guiltier they are, the more offended they profess to be at the accusation."