Seriously, it's like the default setting of most normies is set to maximum trust. They just read something and immediately trust it. They are told something and they simply trust it. Just like that! Does not matter what exactly it is or how absurd or unbelievable it is. If said information comes from some percieved authority, they'll simply trust it!
Sure, after a while they might start to question some things, but the very default is immediate trust.
Other huge problem is the inability of masses to comprehend complex concepts. You can put all the information right in front of them and they still won't be able to understand anything. Even if they start to understand something, usually they revert back to fallback questions like: who are they, why would they do it, it's not possible for everyone to be in on it or - at the very least - it's simply not possible, because that can't be true.
Who needs censorship when the masses are so dumbed down and their thought processes are so inert that even given all the information sitting right in front of them they still seem to be completely unable to get it?
You are right as well. Laziness, cowardice and seeking personal gain are all involved. I don't think all of them are making conscious choice though. Some - maybe, but probably not all of them.
It's not only about larger conspiracies and lies - they believe various stupid and obviously false trivia as well. It's like one day they read that drinking too much cofee is bad and they tell it to everyone. Week later they read that coffee is good for you and they parrot that as well. No critical thinking or pausing to reflect involved. They simply believe any information that comes from their designated source of authority. Blind trust and not looking into anything is their default mode of reasoning.