The NY Times on how Nacho Cheese Doritos are engineered to get people to eat as many of them as possible.
Despite the powerful tastes in Nacho Cheese, the Doritos formula balances them so well that no single flavor lingers in the mind after you’ve eaten a chip. This avoids what food scientists call “sensory specific satiety,” or the feeling of fullness caused by a dominant flavor. Would you eat a whole bag of rosemary chips? With Doritos, you go back for more.
I rarely eat Doritos (and when I do, it’s Cool Ranch), but my mouth was watering just from reading this.