[EasyMark]

They are refining over time the ability to hit our pleasure (and fear) centers. Whole branches of advertising psychology are dedicated to it. If "will power" was an unlimited resource everyone could just turn on whenever they desired, then that wouldn't be an issue and I suspect America would be a lot thinner as well. It's a limited resource, and some people have a lot more of it than others. Therefore, some of these new technologies really do need to be regulated, knowing that while we are mental and spiritual beings, we are also biological beings who sometimes don't have the will power to overcome, especially a scientifically verified means of getting around our usual common sense to moderate and balance "things" in our lives.