“counterfeit fitness”: the constant, momentary “wins” that come with playing digital games give us a false sense of progression and accomplishment, a neurochemical high that feels like victory but is not, and which, if it becomes a habit, risks placating our ambitions to pursue true fulfilment.

the McNamara fallacy, as it came to be known, refers to our tendency to focus on the most quantifiable measures, even if doing so leads us from our actual goals. Put simply, we try to measure what we value, but end up valuing what we measure.

Instead of a fulfilled life, a life filled full.

Kaczynski believed modern society made us docile and miserable by depriving us of fulfilling challenges and eroding our sense of purpose. The brain evolved to solve problems, but the problems it had evolved for were now largely solved by technology. Most of us can now obtain all our basic necessities simply by being obedient, like a pigeon pecking... See more

In his view, everything society now produced—including science and technology—served industry, not humanity, and thus was increasingly being purposed not to enrich our lives but to psychologically condition us so we wouldn’t resist what was being done to us and to the earth.

A primary reinforcer is something we’re born to desire. A conditioned reinforcer is something we learn to desire, due to its association with a primary reinforcer.