Why do people keep trying to open the same failing businesses? Again and again..

Why do individuals persist in opening the same failing businesses repeatedly? It's a question I frequently encounter in my consulting work. It's striking how people often choose to establish similar businesses in the same locations, only to encounter similar, swift failures. Whether it's various types of studios, small bakeries, or barbershops, this recurring pattern is hard to ignore. It's baffling that this trend goes unrecognized. What motivates these entrepreneurs to embark on ventures with a track record of repeated failures? One key reason is the belief that they will succeed if they "do what they love." However, this often leads to disappointment when they realize it's not as enjoyable as they thought or when they neglect proper market research. Another issue is a lack of understanding when it comes to numbers, as well as a failure to recognize that the market ultimately dictates success or failure.