“…To illustrate, critics of the glucose model have asserted that the brain’s energy expenditure exhibits little change from rest, concluding that because visual processing is a metabolically expensive process, if glucose supply was a constraint on brain function then “seeing would feel effortful” ( Kurzban et al, 2013 , p. 647). Sidestepping the unspoken assumption that phenomenological sensation is indicative of cortical metabolic activity, visual processing was the basis for some of the earliest measurements of task-associated increases in local brain metabolism, and a substantial body of evidence has accumulated that, while seeing may not ‘feel’ effortful, high levels of optical stimulation do lead to localized reductions in brain glucose in the visual cortex (e.g., Wagner et al, 1981 ; Cooper, 2002 ; Béland-Millar and Messier, 2018 ). The idea that increases in cognitive functioning do not cause substantial localized increases in the brain’s requirements for glucose would invalidate fMRI measurements, major in vivo imaging techniques, and centuries of work on brain fuel supply.…”