We can either approach a task altruistically or from a self-interested (opr pleasure) perspective, but usually not both at the same time. # When the two centers of the brain (altruism and pleasure) compete, pleasure usually wins. # When the pleasure, self-interested perspective is operating, unexpected behavior or effects can occur. # Itís not that rewards for specific tasks or behavior are bad, itís the possibility of a reward dangled ahead of time that can potentially result in destructive, unintended effects.