People always do what seems to be of the greatest personal benefit. The problem is when the value analysis is not correct. For example, if the only time someone's father was nice to them was when they went for Sunday ice-cream as a family, then there is a strong mental tie between ice-cream and good emotions. Usually the person is unaware of the root cause, and simply finds they are 'addicted' to ice-cream. Thus the truth will set you free, because when you see all of reality as it really is then all your valuations of what is best for you are correct in the long run. Most major religions of the world have some variation of this, Christianity - the truth will set you free, Buddhism - Enlightenment will end suffering, Secularism - science and knowledge makes for an optimal life. Not understanding the above concept leads to food addictions and Wrong Ways of Eating. In the Instinctive Eating book I recently read he talks about this problem where humans do not eat by instinct, but instead eat by what they think/emote. Any way, There is only one truth, but none of us have all of it. Paleo eating may actulay not be appropriate for people with certain genetic makeup. R. Keene