“A conversation with a Moderator friend revealed another telling distinction. “I got a sundae from my favorite ice-cream store,” she told me, “and it was delicious. But after a while, I could hardly taste it. I let a friend finish it.” “I’ve never left ice cream unfinished in my life,” I said. For Moderators, the first bite tastes the best, and then their pleasure gradually drops, and they might even stop eating before they’re finished. For Abstainers, however, the desire for each bite is just as strong as for the first bite—or stronger, so they may want seconds, too. In other words, for Abstainers, having something makes them want it more; for Moderators, having something makes them want it less.”