Yes, but the problem is that making good behaviors satisfying can be difficult. This is due to our human evolution. Today, we live in what is known as a delayed-return environment. You turn up at the office today, but the return - a paycheck - doesn't come until the end of the month. You go to the gym in the morning, but you don't lose weight overnight. Unfortunately, our brains evolved to cope with an immediate-return environment. Our distant ancestors weren't thinking about long-term returns like saving for retirement or sticking to a diet. They were focused on immediate concerns like finding their next meal, seeking shelter, and staying alert enough to escape any nearby saber-toothed tigers.