"Moving the goalpost"? This study shows that - masks or not - about 10% of people will catch a cold in a 2-week period. There's a negligible (I agree this is a subjective adjective) difference between those in masks and those not.

Of course, interpretation has a subjective element to it. Some may see a 3% difference and say, "Oh my gosh. I'm 3% less likely to get a virus for 2 weeks, that's awesome. I'm willing to hide my face, inhale microplastics, impair my child's language development. I also don't need to shave, brush my teeth or wear lipstick." Others may reasonably interpret this as, "Woah... even with the obvious bias, confounding and other errors inherent in a trial based on self-reporting subjective results without blinding, there is hardly any difference in outcomes in this short-term trial. I may postpone my infection risk by a few weeks, but this is ridiculous and how dare my government dream of infringing on my rights to have a face and force it on me based on such garbage data?"