There is something in the animal brain that enjoys _variable reinforcement_ more than other kinds of behavioral reinforcement. I am not an expert, but if somet

There is something in the animal brain that enjoys _variable reinforcement_ more than other kinds of behavioral reinforcement. I am not an expert, but if something gives you a reward _partially randomly_ -- e.g., the one cool (or otherwise captivating) post on Facebook that sometimes comes out of the 200 you scrolled through -- this kind of reinforcement produces the behaviors most resistant to extinction. See "Effects of different types of simple schedules" on https://en.wikipedia.org/wiki/Reinforcement https://en.wikipedia.org/wiki/Reinforcement.