Pleasure. It is so welcome, so immediate, so tangible, so motivating: it is its own reward. If you put sophisticated and refi ned pleasures on the menu of life, such as fulfi lling relationships and stretching ambitions, as well as those small pleasures akin to eating chocolates, then it appears to be a no-brainer to conclude that the maximization of quality pleasure should be the central goal of wellbeing. At the very least, it just seems counterintuitive to suggest that a good life has little to do with good feeling. e assertion would seem so easy to knock down.