We all had those moments when an irresistible itch just happens to ignite at the exact time the series' episode we are watching reaches its climax. The vicious itch leaves us with two choices: Either we try to relieve it by scratching and risk missing our favorite TV show's best moments, or we simply resist the urge and call it a day. Oftentimes, this dilemma feels like having to choose between being killed by a firing squad or being burned at stake.
But what does science have to tell us about this unpleasant sensation?