de finibus bonorum et malorum

Spotted by Super Punch, New York Times sports writer Andrew Keh took note of the inspiring captions on posters for the Winter Games in the hotel he’s based out of. Lorem ipsum is placeholder text used in draft copies before the final version is available (see previously) and is adapted from a passage from the above Socratic dialogue of Roman orator Cicero (meaning on the ends of good and evil, a rather heavy subject for a throw-away endeavour), popularised in typesetting since the 1960s by a Letraset transfer sheets ad campaign, this pictured call-out begins “the pain is important to me” but non-standard, breaks down from there. Traditionally, the passage, which could very much apply to the spirit of competition, continues: “[B]ut occasionally circumstances happen wherein toil and pain can procure some pleasure. To take a trivial example, whom of us ever undertakes laborious physical exercise, except to obtain advantage from it? But who has any right to find fault with one who chooses to enjoy a pleasure that has no consequences, or one who avoids a pain that produces no pleasure?”