I discovered this phenomenon just a couple months ago. Actually, it was during July's CampNaNoWriMo. See, for camp, you get to set your own word count or (new this last year) page count. I had a hard time deciding how many words I wanted to set. They probably shouldn't let you, but during camp, you can change your goal as many times as you want, up to a specific date, which I think is just a couple weeks before the month ends.
If the book is really good, I'll say, "just one more chapter!" and then another until my eyes won't stay open. How many of us do that?! (Look around and see the raised hands around the world.)
So why wouldn't my writing be the same?
Now I sit up at night, writing/ revising my book with this kind of attitude--- just one more chapter, just one more chapter... It's often said differently than when I'm reading because reading is always so much easier than writing. When I'm reading, I'm looking at the clock, justifying that reading one more chapter will be okay before bed, before work, before doing chores. ha ha!
With my writing, I'm pushing myself. One more chapter, one more chapter... I think I can... I think I can..
"There's nothing to writing. All you do is sit down... and bleed."
"Mongkok Street, Hong Kong"