This is totally my philosophy - and thanks for reminding me of it, because it's something I forget when I'm busy and stressed. It's so easy to slip into habits like "It's lunchtime again, I've been working hard and therefore I deserve a treat." Suddenly you're "treating" yourself with a creamcake or a bar of chocolate twice a day! I find that if I replace these kind of thought patterns with "I deserve a treat once a week" I can train my subconscious mind to believe it!