In our society, eating is viewed similarly to sex. However, people rely more on food for pleasure than on sex. You don't see people constantly seeking pleasure from sex in the way they do with food. Rather, sexual pleasure, pleasure from hobbies, pleasure from playing sports, and pleasure from interacting with friends and family are all treated as enjoyable activities to be indulged in at appropriate times. I don't see people fornicating in the streets, nor do I see people leaving work in the middle of the day to play basketball or go fishing or do whatever else they find pleasurable.
When it comes to eating, though, the underlying, subconscious idea that has been instilled in peoples' heads is that every meal, of every day, of every week, must taste so good that you are overwhelmed with pleasure. Very few people that I know dislike the taste of apples. But few Americans eat apples with the same frequency as they eat starchy or sugary snack foods, even though apples are more healthful. Similarly, very few people that I know dislike the taste of water. But few Americans drink water with the same frequency as they drink soda or other sweet-tasting fluids. Why? Because apples and water don't cause people to go ummm when they consume them.
Outside of Western culture - in rural India, China, and Africa, for instance - eating is viewed primarily as a source of nourishment, not pleasure. Sure eating is one of the pleasures of life, but that's not the purpose of eating. Few people realize how completely they have been brainwashed by powerful market forces in society; but the fact is that many Americans subconsciously hold every meal to the standards of an orgy. Long-term success requires that you replace this self-defeating mindset with a self-empowering one.
from Rob Faigin's Natural Hormonal Enhancement
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