[BuckarooBanzai]

Set, setting and placebo effect are, I think, responsible for most of it. You can call it by many names and still be discussing the same thing. A "shaman" refers to energy/guides/faith, a "scientist" refers to set/setting/placebo effect.

Same thing, different names.

When you tell somebody they are going to eat something special/different, it can have a HUGE impact on the experience.

Let a batch go long, so they drop all their spores and most of the fungi turn black. Tell folks they are really special - to be really careful with them.

Folks will wig like there is no tomorrow...