The imperative of boundless optimization even manages to exploit pain. Thus, the famous motivational speaker Tony Robbins has written:

When you set a goal, you’ve committed to CANI (Constant, Never-Ending Improvement)! You’ve acknowledged the need that all human beings have for constant, never-ending improvement. There is a power in the pressure of dissatisfaction, in the tension of temporary discomfort. This is the kind of pain you want in your life.

Now, the only pain that is tolerated is pain that can be exploited for the purposes of optimization.