Most people are indignant at the suggestion that they are not reliable authorities about their real wants.
Conclusion
Being self-aware about your real wants is not an easy type of knowledge to acquire.
Evidence
Acquiring it requires hard and even risky work, so people avoid doing so by unconsciously convincing themselves that they want what society says they should want.
Evaluate
When we're doing Main Conclusion, the conclusion is almost always - the first sentence - some sort of "but/yet/however" rebuttal
In almost all cases the Conclusion is found earlier than the Support. Knowing these tendencies helps us to more easily locate the conclusion. Ultimately, though, we know we have the Conclusion if it's the Author's Opinion and other claims are there to Support it.
Goal
We just need a good meaning match for the 2nd sentence.