Oh I know it is hardly scientific fact with the few studies he mentioned
I do think there is a lot of truth of the *psychology* behind it though of the "I deserve it!" mentality that our society has these days. With your farming example, when the farmer was out there busting his ass in the olden days he didn't come home and say, "Darn it, I deserve a box of Twinkies for tilling my land today!", he just did it because he had to and having a making a living was his reward. I don't think the mental tricks we play on ourselves are crap at all so in that respect it is a great warning not to fall into that trap. The rest, eh, I dunno....
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