Sprinkled with humor, social psychology illuminates cognition in Wegner's beautifully written and cleverly crafted book. However, scantily exploiting such themes as psychopathology, development, and neural correlates of consciousness, Wegner's account does not fully project into cognitive neuroscience. Broaching the topic of self-regulation, we outline neurocognitive data supplementing the notion that voluntariness is perhaps more post hoc ascriptions than bona fide introspection.