several things dove-tailed in my mind, and at once it struck me what quality went to form a Man of Achievement, especially in Literature, and which Shakespeare possessed so enormously—I mean Negative Capability, that is, when a man is capable of being in uncertainties, mysteries, doubts, without any irritable reaching after fact and reason ~John Keats
our greatest blessings come to us by way of madness Phaedr. 244a
It's really about dopamine.
Which isn't about getting something. It's about anticipating getting something.
(aside: Increase the bang by rewarding only ~1/4 to 1/3 of the time. Shh. Don't let them know this.)