The intuitive response to cognitive dissonance makes perfect sense - because they intuitively avoid pain and seek comfort.
While the counter-intuitive response to cognitive dissonance is, well, counter-intuitive - it doesn't make intuitive sense.
The counter-intuitive, rather than seeking to avoid pain and find comfort, seek to discover the new.
So for the counter-intuitive pain and comfort are secondary to discovery.
The infancy of humanity was spoken and intuitive which gave birth to religion which is entirely intuitive.
But literacy gave birth to the counter-intuitive - almost no one learns to read and write intuitively - they are compelled by law to go to special institutions called schools which specially trained staff, called teachers, to learn to read and write. And it is in becoming literate that they learn to think counter-intuitively.
More books, for instance, are translated in to Spanish in one year than have been translated into Arabic over the last five hundred years. This illustrates the intuitive nature of Islam is based on the spoken, not the written word.
And of course other religions are intuitive as well - just as astrology is intuitive - creationism is intuitive - even alchemy is intuitive - and MBTI is intuitive. All are pre-literate.
So it is unnatural to leave the intuitive world for literacy, but the prize is new discoveries.
And it turns out new discoveries far outweigh the pain of cognitive dissonance.