"We start eating, watch television, surf the Internet, or go shopping and buy something. That gives us a rush of feeling, some adrenaline and excitement."

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Even on the iPad or the Kindle, when reading a book, you're rewarded for pressing a button - it's almost as if it were a Pavlovian thing. There's a little action that happens. And that there's always a little pump of adrenaline that happens. But that pump is different when you're lifting a page as if it was a curtain in a theater to show you another thing.

— Art Spiegelman