[...] yes, some of us might find ingenious engineering solutions to resist insidious marketing, but in all this celebration of modern technology, shouldn’t we also do something about the marketing itself? Why force consumers to monitor themselves and hone their willpower techniques if we can make it harder for food companies to sell unhealthy food or target children? Instead, political action all but disappears; rather than reforming the system, we just tinker with ourselves and tend to our reservoirs of willpower the way Swiss bankers tend to their vaults.