"Here's the problem: Your brain and its cortical columns are designed to conserve energy at all costs."

How does this model explain substance addiction?

'You need to consciously and repetitively seek out "False" signals and embrace the discomfort they bring. You need to construct a new reality.'

Much like the 'why aren't you growing? you need to grow. grow!' sentiment in the beginning this seems more in line with something tumorous than what I'd like to be or become.