In fact, they tell believers the opposite: that they shouldn't believe and should be skeptical, but if it works, hey, might as well use this "technology" and go with it. So they become invested in bettering themselves and once they are in too deep belief starts seeping in and being required.

I think Andy is similar: at first, it is all, of course it is just fiction, just enjoy and have fun with my work, ignore the lies, not relevant to the enjoyment of the thing. Then he drops hints of, but doesn't it "feel" real? it can't all be fake, I'm not that clever, etc. once you are invested, you stop noticing the little things, then the big things.