Intermittent gratification is the most addictive kind there is. If you know the lever will always produce a pellet, you’ll push it only as often as you need a pellet. If you know it never produces a pellet, you’ll stop pushing. But if the lever sometimes produces a pellet and sometimes doesn’t, you’ll keep pushing forever, even if you have more than enough pellets (because what if there’s a dry run and you have no pellets at all?). It’s the motivation behind gambling, collectible cards, most video games, the Internet itself, and relationships with crazy people.
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