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During the boom, people could be easily swayed by the promises of stable arm's, nice neighborhoods/school systems/low crime/etc, and a slew of other things that easily blinded one to the reality that they simply couldn't afford the mortgage without ideal circumstances.
The 2nd trick was bundling up those horrible deals with some good debt and selling them off as securities. Most folks don't do enough reading on those investments (major firms included), and they wind up picking up a gold plated piece of poo.