I think its better to say that people can have multiple, competing, desires, especially at different time scales. Nothing about the human condition as I can understand it makes this unreasonable, since I don't subscribe really to the idea that people really are a singular, coherent, entity.

“Just say ‘no.’”

Where have I heard that, before?

In my experience, compulsive people can often be totally unable to quit; no matter how hard they want to.

That’s one reason that I don’t dis fat people (I could stand to lose some weight, myself, and I’m working on it).

Drugs like Ozempic, have been making big differences, here, as they attack that reptile-brain compulsion that makes quitting so difficult.