This new book, Irresistible: the Rise of Addictive Technology, points to a challenge that may be hitting a tipping point. It is not a surprise that we find various of our tech-toys addictive in various ways. Nor is it surprising that there is a business incentive to have folks “hooked” on your toy rather than someone else’s. But … are we moving towards “maximally effective addiction?.” There is the traditional story of “the wire” that allows rats/people to stimulate brain pleasure centers can result in addictive, potentially fatal activity. Presumably, to the extent possible from a basis of external sensory input, technology will move towards this point. With the addition of fairly comprehensive individual analysis, AI driven analysis and expanded virtual reality capabilities will approach the maximally effective endpoint. The only business constraint may be the loss of a revenue generating consumer as a result. Is this the direction we are headed? And what might prevent our reaching that point?