From a psychology point of view, I think ToT really does set one up to be scared better than any of the other rides. The whole dark boiler room, the dimming lights, the thunder, the sparking elevator motors. I went with some friends who I walked through the queue with (since I don't do thrill rides with heart warnings) and I have to say, they really rev up the emotions before you reach the elevator. Yes, I rode the coward elevator back to the exit, but I wasn't ashamed. Better to live another day.
A big guy who was in the queue with us, also looked particularly nervous and when he saw the car load up, and then the doors open and the people were gone, his mind I guess made a connection and he refused to go on. So the mindplay they do is pretty intense for some.
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