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My theory is that because the real intention is ‘to not see the thing but build suspense of the unknown’ makes people think it will be easy because they are designing things not to be stared at intently but only flashed at the user quickly.
For the bottom of the barrel part of it (not good horror) it’s also probably the easiest reaction you can get.
A jumpscare can be as easy as a sudden full screen gif. Good luck trying to provoke any other kind of feeling like that.