What makes something crave able in the present food environment, i would say, is calories. And i think it's an important distinction, because a lot of scientists wil also say that we live in a hyper palatable food environment. I mean, there's definite e quality the junk food has when you put it in your mouth, you want to keep eating it. But i don't think, youknow, if we think of things like big max er, dredos or phanta, nobody would ever say these foods have some golden memory of li i had a bag of chips on a tuesday in 19 98, i can still remember ite. That doesn't happen. We eat these