That was why I read all the science articles, it sounded like bs to me. So what the actual studies said were that with a substance (food or crack) you light up the feel good reward center in your brain. However you get used to it and need more and more to maintain your high. With drugs there are tons of downsides so you either end up in rehab or od. But with food you don't get the immediate downsides (no impact on your health for years) so you just keep eating and eventually you get "high" when you decide to eat (whatever behaviors you have that signal you're going to eat) as well (in another feel good brain area). This is like when Pavlov's dog salivates at hearing the bell or when swoles get pumped when they head to the gym. So no immediate consequences and a double reward in your brain. The high in your brain feels exactly the same. And yes the rats did figure out it was better to eat more sugar instead of doing coke... so I guess it's been scientifically proven that fats have the intelligence of lab rats. ETA: unless they are fat AND doing coke, then they're just dumb. And doing coke wrong.