[Morality Games]

And here I thought a thread like the Atheist's Wager would say something along the lines, "Since you believe your innermost character is immortal, why don't you pound a nail into the regions of your brain which 'legend says' manage emotion and / or memory?"

Anyway, to be on topic, one reason is that faith is emotional and thought has trouble overcoming emotion -- partially because the emotion itself is likely to distort the idea-outcome of the thinking process. It would take genuine doubt in God to actually make someone lower their faith enough to allow them to take atheism seriously as a position.