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Willpower is, apparently a finite resource – exercising it in one matter depletes the amount you have available to apply to other things. Good news though: exercising it regularly leaves you with more to go around.
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An interactive on-line music video/teaser. Music companies could benefit from doing more of this sort of thing – this one is, very, er, rathergood, but it’s a music video and it’s viral. The principle could easily be applied to less kitten-related stuff.