Forbidden fruit

Forbidden Fruit

The forbidden is much sweeter than the fruit.

I think having free access to the forbidden fruit would ruin it for us. It would remove all the excitement from the experience.

I’d say buying alcohol during the days of prohibition was thrilling.

Nowadays it’s mundane, it’s ordinary, it’s common place. Anyone with an ID can do it.

I think if you want to increase the return on experience you should look to add restrictions or scarcity to it.

Chocolate never taste so good when you’re only allowed to have it once a week.