If free will, as we understand it, is the ability to renounce things despite our brain injecting itself with endorphins while we're subjected to it, then you're

If free will, as we understand it, is the ability to renounce things despite our brain injecting itself with endorphins while we're subjected to it, then you're right: it's quite nothing at all aside from having a strong constitution. The problem is we're talking about the manipulation of the brain's fundamental functions that undermine even low level thought processes (including determination). It's scarcely different than brain washing, and I don't think you can just blame the individual on this, when these efforts are aimed at the peak of the bell curve. This is something that we have to resolve or risk forfeiting civil society.