A large number of men who come into our clinic for treatment are addicted to internet pornography. This is not about occasional use but rather an extensive and time-involved pattern. The sense of self is lost in sexual behaviour. For these men, this loss of self can go on for hours and even days. I can think of two men who would spend the best part of two days a week, for several years, masturbating to internet pornography. In order to understand the particularly strong allure of internet pornography, we need to turn to the concept of ‘supernormal stimuli’.