Now, this works because we value immediate rewards, rewards that we can get now, more than rewards that we can get in the future. And people tend to think it's because we don't care about the future, but that's completely wrong, we all care about our future, right? We want to be happy and healthy in the future, we want to be successful, but the future is so far away. I mean, maybe you'll behave badly now and you'll be fine in the future, and maybe you'll be altogether dead. (Laughter) So, the here-and-now you would rather have that tangible drink,