Eh, the "treat" thing might just be cultural. It wasn't really conscious until I read your post, but I consider "treat" to mean food as well. I just don't buy treats all the fucking time, and a treat is more like a pint of ice cream that lasts me two weeks instead of a whole cake for a Friday night. I've never really considered buying a new game, or that expensive shirt I wanted, or a day out at the spa to be a "treat", it's more a gift to myself. I dunno, probably just an effect of colloquialism.