Bought the Big Issue for the Doctor Who article. There is an article about the concept of special treats, I read it last night. It fits in with my no chocolate month. Its about when you're a kid Easter is an exciting treat because there is chocolate, but now it's like, meh, another day I can eat chocolate just like all the other days I already eat chocolate. High availability of treats means nothing is a treat. If a treat is a habit it isn't a treat. How I enjoy chocolate is very different to how Charlie Bucket enjoys chocolate, because I can eat it every day and he gets one bar a year on his birthday. Charlie Bucket has a much higher ratio of enjoyment per calorie.
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