Mihaly Csikszentmihalyi

Pain and pleasure occur in consciousness and exist only there

..Such practices and beliefs, which interfere with happiness, are neither inevitable nor necessary; they evolved by chance, as a result of random responses to accidental conditions. But once they become part of the norms and habits of a culture, people assume that this is how things must be; they come to believe they have no other options.

If you are interested in something, you will focus on it, and if you focus attention on anything, it is likely that you will become interested in it. Many of the things we find interesting are not so by nature, but because we took the trouble of paying attention to them.