Huh! I always knew it! Right from the time at University when we had to observe male betta flaring behaviour, using a variety of "decoys" to trick the fish, I suspected they were smarter than anyone knew.
For me, the ultimate proof of this intelligence is the huge range of personalities and behaviours that people on this group observe, even among fish of the same species e.g. our recent discussions on CAEs, discussions on suitable tankmates for bettas and arguments about ideal tank sizes and shoal sizes. Fishkeepers have observed that different fish, even tetras and minnows, seem to have different personalities and that they aren't all from the same fish-shaped cookie cutter. And of course, the more "advanced" the species (bettas and cichlids, for instance) the more flexibility in "personality" there seems to be.
I've had four bettas since I experimented on their behaviour at university and all of them were different from one another. I currently have four mollies, all of whom behave in a slightly different way from one another. If they were simply automata driven by instinct, these variations could not exist.
I suspect people would not want to believe that fish had intelligence because then it would make them feel guilty for the ways they treat fish - from goldfish bowls, to "Aqua Babies", to betta vases, to the horrendous way newbies are sold fish and tank on the same day and not told about cycling and the way many people flush live fish they do not want down the toilet. Perhaps if they realised the fish were aware and suffering they could not sleep nights?