The article explores the neuroscience of "cheap dopamine" (instant gratification from apps, social media) versus "expensive dopamine" (sustained satisfaction from effort-based activities). It references research showing that challenging pursuits strengthen the brain's anterior midcingulate cortex and stabilize baseline dopamine levels. The piece hints at emerging business opportunities in wellness, productivity tools, and anti-addiction solutions as consumers seek alternatives to digital compulsion—relevant for Thai SMEs developing behavior-change products or digital wellbeing services.