Not to be too cynical but this really seems like a dangerous insight for people optimizing conversions. Hmm, everyone wants my product but it is wasteful/bad

Not to be too cynical but this really seems like a dangerous insight for people optimizing conversions. Hmm, everyone wants my product but it is wasteful/bad for me/a luxury/etc? Just deplete their ability to resist first. Ooops, someone trying to cancel their subscription? How about a nice maze of forms to get through first? Anyway, the super cool insight of this article is the relationship between cognitive load and will power. We all knew "try harder" didn't work. Simplify everything else is a way more powerful way to manage your motivation and it makes it super clear that you can really only do a certain number of things. When your motivation turns to procrastination, it isn't some "problem" you are having, it is you simply hitting your cognitive limit for the day/week/month. Awesome.