Any analysis of self-regulation that focuses solely on willpower in conflict-laden situations is insufficient. Research makes clear that the best way to reach one's goal is not to resist temptations but to avoid temptations before they arrive; it further suggests that willpower is fragile and not to be relied on; and that the best self-regulators engage in willpower remarkably seldom.

The opportunity cost model offers an ultimate explanation of ego depletion that helps to move the field beyond biologically improbable resource accounts. The model's more proximate explanation, however, falls short of accounting for much data and is based on an outdated view of human rationality. We suggest that our own process model offers a better proximate account of self-control fatigue.