Part of our reward systems is what was initially named the &quot;pleasure centre&quot;.<p>When the &quot;pleasure centre&quot; in the brain was first identified and named, it was named because it was thought that stimulating it caused pleasure, because rodents given the choice to stimulate it vs. other activity would stimulate the pleasure centre even over eating.<p>But as it turns out, the main function of stimulating this area is strong cravings and compulsion. You may get some pleasure from giving in to the cravings, but the cravings are independent of whether or not there&#x27;s a &quot;real&quot; reward at the end of it.