Choice architecture designed to manipulate people’s decisions is a controversial proposition. Some see it as restricting individual freedom or ignoring personal responsibility. And yet, people who are free to choose anything most often choose against their long-term interests. Research on the limits of self-control suggests that this is not because we are innately irrational, or because we are making deliberate decisions to enjoy today and screw tomorrow. Instead, we may simply be too tired to act against our worst impulses. If we want to strengthen self-control, we may need to think about how we can best support the most exhausted version of ourselves — and not count on an ideal version of ourselves to show up and save the day.
— The Willpower Instinct (Kelly McGonigal), Loc. 1226–30