The Ultimate Reward?

In the most recent edition of Men's Health Magazine (opinionated/authoritative) I read the idea that food should never be a reward for human behavior....that it sends out the wrong message entirely, i.e. you did something well johnny, here gorge on unhealthy treats!

I understand the logic but question the practicality....shouldn't "treats" be the ultimate reward? Having limited access to them based upon merit makes a ton of sense....as we should indulge in our most desirous pleasures infrequently at most.

I know....our reward systems are all fucked up anyway.