That one got me too since if something was bland or didn't taste good you'd want to eat less of it?  Or, maybe they meant they have to add more empty sugars and fats to get any type of taste out of it?  Either way shows fat "foodies" don't enjoy the taste, they just want to shove as much salt, fat, and sugar down their gullet as possible.  Like someone I used to know who dumped tons of salt on KFC chicken.