I agree with that. I met my original goal (40kg) today, and was trying to decide on a little reward. It turns out that I don't really want anything. I've got past the stage where I need to reward myself for exercising and eating properly, I just do it because I need to and I vaguely enjoy it rather than because it will earn me material benefits. Most of the stuff I do reward myself with that I talked about above is stuff I'd have bought or done anyway, but badging it as a reward makes me feel less guilty for treating myself, it doesn't actually motivate me to get to that point in the first place. Does that make sense.
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