Humans love sugar. We crave it. Sugar is as addictive as cocaine according to studies.  It makes food highly palatable and when we eat sweet foods, the brain's reward system gets activated. The brain produces the hormone dopamine, which incites feelings of pleasure and makes us crave more. Repeated sugar bingeing releases opioids, and when you have more, your brain adjusts to release less dopamine… so to get the same pleasure out of it, you must eat it in increasing amounts…like drugs, no? There are different types of natural sugar, as well as added sugar, which makes things even more confusing.