day no. 16,473: anyone can say, but everyone does

Matthew 23:3

Whatsoever they bid you observe, that observe and do; but do not ye after their works: for they say, and do not.

Anyone can say what is important to them,

but everyone does what is important to them.

Someone can say things that go against what they actually believe, but they rarely do things that go against what they actually believe. In other words, it is easier to lie than it is to live. It is more difficult to lie to yourself than it is to lie to others. It is easier to lie about your living than it is for you to live what you think is a lie. It is hard to live in a way that goes against your priorities, but it is easy to talk about anything as a priority. Priorities are too expensive to be lived against, but cheap enough to be spoken of lightly. 

Generally speaking, people do what they want.  When they lie, it's because they want you to think something about them that isn't true. They want you to think that, but they don't want to do that. They know enough to know what you think their priorities should be. They may also know enough to know what they wish their priorities were, but nevertheless, they aren't, and so, they lie. At its worst, this can even mean lying to oneself.

James 1:22

Be ye doers of the word, and not hearers only, deceiving your own selves. 

Discontinuity between saying and doing always involves some kind of deception. Sometimes the hypocrite has deceived himself. Many times the hypocrite is trying to deceive you.The one who says that they value doing something that they are not doing is either lying to you or to themselves... but the smart money is usually on them trying to deceive you, even if by doing so, they are also kidding themselves.