Let’s add more details to the reception example. Such things are not nosh-up events, first of all, but social events. There you can bypass a social lift and solve your business problems, find new partners. In other words, short-term rivaling aims (in our case satisfaction and trying all foods) can be replaced with another relation with a long-term part (for example, business interests or scientific career potentials) and a short-term one (the same appetite). In most cases, the long-term aim wins. Let’s add one more component to the same reception model. They serve wine and stronger liquors in such events. A non-addict willing to drink and having come to the reception on business will do his or her best not to save his/her face and keep the norms of the event in eating and drinking. Let go on to the addictology. Heyman’s book, we mentioned before is based on examples of fighting smoking, which is the simplest and safest addiction. Sometimes, nicotine is called a “useless drug” and smoking a “bad habit” of poisonous smoke inhalation, which is partly true. In this case, according to Heyman, a human’s concern about a longer-term aim of healthcare can make him or her make the right choice like in the organic chicken example. However, if this approach may work with quitting smoking with varying degrees of success (we can recall the tendency to make scary pictures and inscriptions on cigarette boxes bigger and the cigarette ads smaller), judging from my own experience things are much harder with alcohol addiction. Many are the situations when an alcoholic gets drunk at the least suitable moment, even before an important event that may drastically change his or her life. It often happens that he or she disdains social norms of the above-mentioned reception and gets seduced by the unlimited amount of free and accessible alcohol. However, this phenomenon can’t be explained by the rational model.