Obsessing about the user?

we often say things like “obsess over the user” or “put the user first”, but do we actually mean it? even coming from a marketing background, i catch myself sometimes having ideas, assumptions, or outcomes that i already want to prove. i tell myself i’m listening to users, but in reality i’m sometimes looking for evidence that supports what i already believe. i wonder if designers run into the same thing. especially now with ai, it’s easier than ever to generate concepts, flows, wireframes, and prototypes.