The craving is actually very interesting to me because as people have studied habits in different forms, that seems like an element that is sometimes neglected. Like if I see the chocolate cake, sometimes I'll want that gluten-free organic, sugar-free chocolate cake, but sometimes I don't. Sebring up a really important point there, which is that habits are often socially reinforced. And so your prediction or craving is different and thus your response changes.

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