It doesn’t matter if it’s having sex or eating ice cream or snorting cocaine: these things fill us with bliss because they tickle these cells. Happiness begins here. What’s the purpose of all this pleasure? It turns out that the real benefit of delight—and the reason amphetamines increase creative production—is its powerful effect on attention. The same neurons that generate happiness (and get titillated by Benzedrine) also play a crucial role in determining which thoughts enter conscious awareness. A sense of pleasure is the brain’s way of telling itself to look over there, or there, or there. The result is that dopamine acts like a neural currency—a price tag for information—allowing us to quickly appraise the outside world. The chemical tells us what we should notice, which things and thoughts are worth the cost of awareness.