"It is surmised that conditioning is enforced via several cogni- tive biases that trick a player into expecting euphoria (liking- pathway), when instead frustration is yielded – with condi- tioning being iterated to a point that the player is motivated to interact with the game on a foremost instinctual level. We posit that these stimulations of the wanting-pathway may lead to players interacting with the game not only with- out actually liking it, but also without knowing why they are interacting with the game. Indeed, this calls for drawing another parallel between drug addiction, and play behaviour in which liking may be barely exhibited (cf. [16, 38, 40])."