It is argued that the flow directly contributes a mechanism by which the topological obstacles are renewed. As a consequence, the chain diffusivity is increased (or, equivalently, the friction coefficient is decreased) in fast flows. Such a nonlinear effect is incorporated in a simple dumbbell model so as to produce a constitutive equation in closed form. An extension to the case of multiple relaxation times is also briefly considered. The predictions compare favourably with the Cox-Merz rule as well as with the behaviour of polymer melts in elongational flows.