Spotify and Starbucks just announced a clever deal to promote Spotify Premium while giving Starbuck customers and employees the opportunity to influence the music played at their local Starbucks. This is the latest in a line of high-profile deals Spotify bagged that puts its brand in front of an important consumer demographic. Sixteen years ago, I thought that owning a bar and running a tech startup simultaneously would be a great match for my ADD. Ultimately, what made the late nights and shenanigans worthwhile was discovering the “Lime Equation,” a formula that revealed which employees were stealing from the bar. On the other hand, we denounce with righteous indignation and dislike men who are so beguiled and demoralized by the charms of pleasure of the moment, so blinded by desire, that they cannot foresee the pain and trouble that are bound to ensue; and equal blame belongs to those who fail in their duty through weakness of will, which is the same as saying through shrinking from toil and pain. These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled and when nothing prevents our being able to do what we like best, every pleasure is to be welcomed and every pain avoided. But in certain circumstances and owing to the claims of duty or the obligations of business it will frequently occur that pleasures have to be repudiated and annoyances accepted. The wise man therefore always holds in these matters to this principle of selection: he rejects pleasures to secure other greater pleasures, or else he endures pains to avoid worse pains.