They'll read the most stupid articles that say something to the effect of: "Quitting Sugar is as Hard as Quitting Cocaine/Heroin! Studies!!!" There'll be brain scans and talks of dopamine and a whole host of complex numerics that factor into the equation. *eyeroll My favorite part is that you can find this very same article for anything from quitting smoking, caffeine, cigarettes, even porn. Apparently everything is as hard to quit as heroin, it's really something!