Thanks to a breakthrough in therapeutic philosophy, you too can now close the gap between what you think you ought to do and what you actually do. The first time you do something that you know to be irrational, your money will be refunded, no questions asked. Of course, you might nevertheless have some questions. Well, that's what's revolutionary in this new cure for incontinence.
Old approaches focus on punishing the weak willed.
This follows the antiquated behaviorist principle that negative reinforcement extinguishes bad behavior. The key is to make the reward so strongly motivating that an otherwise irrational act becomes rational. These folks should distinguish between actual and hypothetical incontinence. If you act in accordance with your judgement as to what is best overall, then you did nothing irrational. True, the hypothetical incontinent act is a sign that you have a weak will.