You see guys trying to build their muscles walking out of GNC and vitamin shops, carrying huge containers of "whey protein" and "soy protein" for faster, bigger muscles! Go, ego! You see women everywhere drinking diet drinks because they are sold on them, by magazines on every shelf at every grocery and drug store media aisle and at the checkout counters, yet artificial sweeteners have been shown to make people GAIN weight. Go, ego! Your ego has been convinced that there's an easy way to accomplish everything you ever wanted. Yes, advertising sells to your ego, not you. The "all new" Chevrolet or Ford truck has extra power and hauling strength! Some new multivitamin made by some filthy rich pharmaceutical corporation is going to "fortify" your blood and make you immune to the impending world of disease. There goes the ego again, trying to alter reality and find miracle solutions to anything your wallet or purse can justify at the time.