This contradiction is known as "sensory-specific satiety." In lay terms, it is the tendency for big, distinct flavors to overwhelm the brain, which responds by depressing your desire to have more. Sensory-specific satiety also became a guiding principle for the processed-food industry. The biggest hits -- be they Coca-Cola or Doritos -- owe their success to complex formulas that pique the taste buds enough to be alluring but don't have a distinct, overriding single flavor that tells the brain to stop eating.