The second force competing for your time is what we call the Infinity Pools. Infinity Pools are apps and other sources of endlessly replenishing content. If you can pull to refresh, it’s an Infinity Pool. If it streams, it’s an Infinity Pool. This always-available, always-new entertainment is your reward for the exhaustion of constant busyness.

Variable rewards are one of the most powerful tools companies implement to hook users; chapter 4 explains them in further detail. Research shows that levels of the neurotransmitter dopamine surge when the brain is expecting a reward.11 Although dopamine is often wrongly categorized as making us feel good, introducing variability does create a focus