“I will give you a complete account of the system, and expound the teachings of the great explorer of the truth . . . No one rejects, dislikes, or avoids pleasure itself, because it is pleasure, but because those who do not know how to pursue pleasure rationally encounter consequences that are extremely painful. Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but because occasionally circumstances occur in which toil and pain can procure him some great pleasure. . . . In a free hour, when our power of choice is untrammelled, when nothing prevents our being able to do what we like best, every pleasure is welcomed and every pain avoided. But in certain circumstances and owing to the claims of duty or the obligations of business it frequently occurs that pleasures have to be repudiated and annoyances accepted. The wise man therefore rejects pleasures to secure greater pleasures, or else endures pains to avoid worse pains.”

— Cicero, 45 bce (translation of the “Lorem Ipsum” text commonly used as a placeholder)