It's through those grueling times that one develops discipline, and learns to shine under pressure - the most valuable parts of lifting. I know if I ever let myself get out of shape, I have the discipline to crack the whip and make the muscles grow, and the same motivation that pushes me through another set of hard squats carries me up a mountain perhaps more easily :D

Discipline is bad for marketing though; disciplined people don't buy as many things and are less vulnerable to manipulation.