Some people feel they work better and are more motivated when they're not in a state of happy relaxation. Comfortable and focused perhaps.
> "Reaching down and turning a knob, then telling yourself that you're building character? Odd."
The detail that is important is not the knob, but the endurance of a blast of cold water. (Note: the following is a ridiculous stretch) Saying the issue is 'turning a knob' reminds me of pundits and Senators saying that waterboarding is "pouring water over someone's nose". Standing under coldish water on purpose is a spartan message to your subconscious.