Stephen Colbert: My dad worked for DuPont and as a chemist- You put pain on your cereal? He was always defending the idea that just because something has a really long chemical name doesn't necessarily mean it didn't exist in nature or it's bad for you. We now know that this is bad. And I think more even than the additives and the flavonoids and the things that make things blue or rainbow is the combination of fat and sugar. The authors take this from a neuroscience angle. They point out that mother nature does not make any food that is sweet and fatty at the same time.