The good news is, temptation has a narrow window of opportunity. To really overwhelm our prefrontal cortex, the reward must be available now, and — for maximum effect — you need to see it. As soon as there is any distance between you and the temptation, the power of balance shifts back to the brain’s system of self-control.
— The Willpower Instinct (Kelly McGonigal), Loc. 2437–9