Hi Joe, ummmm, do i reward myself? Sort of i suppose. When i've had an on-plan week i allow myself a couple of glasses of wine a couple of times over the weekend - but when weekend rolls around i search my internal innermost wants

and try to assess at the time whether i actually really want the wine or not - sometimes i find that i'm not that bothered, so i don't have it, and other times i really fancy a glass so i'll indulge.
I'm a calorie counter (in theory, except i'm familiar enough with it now that i tend to eyeball stuff rather than actually counting), so that's the same principle as WW in that nothing is off-limits, which i think is a good idea. I"m only 3lb off my target weight now (hoping to finish before Christmas), and i'm shortish, so my calorie allowance is pretty low, which means that i have to eat 'clean' 95% of the time otherwise i'm going to be hungry, so i need to be very picky about 'rewards'. In general i tend to be very strict whilst i'm losing, get the job done, then settle in to maintenance - i'm too impatient to plod away at it slowly, i want the job complete so that i'm not wasting emotion wishing that i was a different weight. So in other words, i'll usually wait till where i want to be before slacking off.
That's all very personal of course. Different approaches suit different people. My overall advice would be to decide what suits you and stick to what you've chosen to do (the way NOT to do it, is to decide an approach and then break your own rules!)