the word of the day is "effulgence"
or maybe not
ostensible � ah-STEN-suh-bul or uh-STEN-suh-bul � (adjective) 1 : intended for display : open to view *2 : being such in appearance : plausible rather than demonstrably true or real.
Example sentence:
The ostensible reason for Mary's visit was to drop off a casserole, but Frank knew she wanted his dick.
Like its synonyms "apparent" and "seeming," "ostensible" implies a discrepancy between what appears to be and what actually is. "Apparent" suggests appearance to unaided senses that may not be borne out by more rigorous examination ("the apparent cause of the accident"). "Seeming" implies a character in the thing being observed that gives it the appearance of something else ("the seeming simplicity of the story"). "Ostensible," which descends from the Latin word "ostendere" ("to show"), suggests a discrepancy between a declared or implied aim or reason and the true one.

(reason for living) i-FUL-juhn(t)s