Heyman's view that addiction can be viewed as a natural outcome predic
table my melioration and the matching law is provocative. Remaining to
be explained more fully, however, are exactly how his view is an impr
ovement on other reinforcement-based accounts. Included in these elabo
rations should be an account of how different ''bookkeeping schemes''
are developed and controlled and what new approaches to treatment and
prevention of drug addiction are indicated.