I guess a better way to put it is that I look at it kind of similar to the way I look at food. I don't have limits on nutritious food. If he wants to eats avocados and watch NOVA all day long, that's fine -- eventually his body and brain say they're full and he moves on. Junk food or what I consider the screen time equivalent is a sometimes treat. He can have a bit, that's fine, but if he gets too much doesn't feel well. Certain things we consider too unhealthy and are off limits (some allergies here, so my son understands this pretty well for someone his age).