The connection with us could be that (to the extent we can) we choose what we want as though we were machines at our disposal.

... There is a component that wants doughnuts for breakfast, but actually "I" want eggs for breakfast since I'd rather be healthy ... and the machine that is me obstensibly makes eggs. The hedeonistic component of our brain that wants wire-heading is probably/apparently repressed when it comes down to conflicts with real external goals.