Pleasure, or pain, is not only good, or evil, in itself, but the measure of what is good or evil, in every object of desire or aversion; for the ulti… - Epicurus

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Pleasure, or pain, is not only good, or evil, in itself, but the measure of what is good or evil, in every object of desire or aversion; for the ultimate reason why we pursue one thing, and avoid another, is because we expect pleasure from the former, and apprehend pain from the latter. If we sometimes decline a present pleasure, it is not because we are averse to pleasure itself, but because we conceive, that in the present instance, it will be necessarily connected with a greater pain. In like manner, if we sometimes voluntarily submit to a present pain, it is because we judge that it is necessarily connected with a greater pleasure.