Yes, I've heard that certain foods activate the same pleasure centers as addictive drugs, but I never realized it activated those centers more than drugs. Wow. That explains our obesity problem in a nutshell. I've tried to diet 1,000 times, but I always give in and go back to eating eat sugary and fattening foods. & the food industry is very aware of these studies unfortunately. They do there best to make processed foods that are extremely addicted. The more these processed foods activate the pleasure centers in our brain, the more addicted we become to them, and the more $$$ they make.