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Eons earlier Plato wrote: If a pastry baker and a nutritionist had to compete in front of children, or in front of men just as foolish as children… the nutritionist would die of starvation.” The rational mind’s task was to “govern the body” and not always choose to chase pleasures like a child. - http://bigthink.com/errors-we-live-by/happiness-is-confusing-even-our-smartest-scientists