The less the sky falls the more imminent the danger. Ask any christian, or other believer in an apocalyptic cult, the end times have never been closer.

From the wiki page on doomsday cults: "Referring to his study, Festinger and later other researchers have attempted to explain the commitment of members to their associated doomsday cult, even after the prophecies of their leader have turned out to be false. Festinger explained this phenomenon as part of a coping mechanism called dissonance reduction, a form of rationalization. Members often dedicate themselves with renewed vigor to the group's cause after a failed prophecy, and rationalize with explanations such as a belief that their actions forestalled the disaster, or a belief in the leader when the date for disaster is postponed."