I'm curious what kind of plays in question you are doing that are causing this kind of reaction / response from ppl? haha.

I wonder if using some form of analogy would work? Like just asking them "If you owned a restaurant, and there was a competing restaurant next door, would you give them all of your recipes/trade secrets?" ... "No"... "Good. Now just think about that for a second.. and think about what we're doing here".