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The title is misleading imo, the tldr is using the Sinclair method to retrain the brain to associate pleasure with other desired activities but the discussion is interesting nonetheless.

I think this falls within the more broad category of “elimination via substitution” techniques in breaking personal patterns.

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People who are not addicted must feel joy somehow. Seasoned alcoholics are not unaware that the effects are messing with their pleasure centres

To me it sounds less like substitution and more of a recalibration to normal levels. Where the brain learns that when it wants to have fun alcohol isn't the first thing it reaches out for

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