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"…foods high in sugar, fat and salt are altering the biological circuitry of our brains…Rewarding foods are rewiring our brains. As they do, we become more sensitive to the cues that lead us to anticipate the reward. In that circularity lies a trap: we can no longer control our responses to highly palatable foods because our brains have been changed by the foods we eat."

David A Kessler, The End of Overeating