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“Pleasure is considered to be deeply ingrained in the human race, and that is why in educating the young we use pleasure and pain as rudders with which to steer them straight. Moreover, to like and to dislike what one should is thought to be of greatest importance in developing excellence of character. For in view of the fact that people choose the pleasant and avoid the painful, pleasure and pain pervade the whole of life and have the capacity of exerting a decisive influence for a life of excellence or virtue and happiness.” – Aristotle, Nicomachean Ethics, Book 10, Ch. 1