“Almost all hard cultures have some ritual focused on voluntary self-denial, such as Ramadan, Lent, or the Fast of the Firstborn. The question is, why? Why do cultures that practice something that makes membership less pleasant historically outcompete cultures that encourage people to indulge in whatever they want? This question becomes more pointed when we look at how common it is for pop cultures to emotionally reward people for succumbing to their base desires, as is seen in pop culture outputs like the Intuitive Eating Movement, which entails telling people they are being healthy by eating whatever they want whenever they want in an age in which we’re surrounded with an abundance of foods that are designed to be highly addictive. Movements telling people to indulge in their immediate desires have been around since the ancient Greeks. These movements resurface during every civilization’s brief golden age and only seem to be successful in the short run. While the pop cultures that produce them consistently die, stodgy hard cultures persist. Why?”