Because sugar is addictive. It's not really about taste, per se. Sugar is metabolized quickly, and then is followed by a huge insulin spike shortly after. The

Because sugar is addictive. It's not really about taste, per se. Sugar is metabolized quickly, and then is followed by a huge insulin spike shortly after. The whole process is up in 4-5 hours. While you're eating, it feels like you're getting something--those are the same signals that trigger the insulin. More substantive foods containing fats and proteins (probably, that's the stuff you like) take much much longer, >8hrs, and correspond to a more muted, but longer term, insulin response. So, if you eat a bag of chips with a sugary coating, you get a signal of "oh this is super fulfilling!" while the insulin is spiking, and then a "my stomach is empty again" in 4 hours when the whole thing ends. This makes you buy more of whatever thing had a bunch of sugar in it.