 Well, it lights your brain up. So it lights up the hormone dopamine, which is your pleasure hormone. And even if you don't taste the sugar, you do get that hormonal rush of this is good. I mean, think about when you look at a breakfast sandwich, two pieces of English muffin with some egg and sausage between it versus looking at a plate of eggs and sausage, your brain lights up just with that biscuit or that