Betcha can't eat just one!...

ENDOCANNABINOIDS.  Can you say it or spells it?  Well, you sure can taste it because they have been found to be the culprit in keeping you sticking your hand in the Lay's potato chip bag, chip after chip after chip...
'Betcha can't eat just one!". It's more that a slogan; it's an intentional ploy to make them irresistible, but bring with it the obesity and other health challenges that come from high fat diets. 

Body’s natural marijuana-like chemicals make fatty foods hard to resist

UCI study helps explain why potato chips, french fries are complicit in weight gain

— Irvine, Calif., July 04, 2011 —

Recent studies have revealed potato chips and french fries to be the worst contributors to weight gain — and with good reason. Have you ever wondered why you can’t eat just one chip or a single fry? It’s not just the carbohydrates at fault.

UC Irvine researchers Daniele Piomelli, Nicholas DiPatrizio and colleagues found that fats in these foods make them nearly irresistible and trigger a surprising biological mechanism that likely drives our gluttonous behavior. The apparent culprit? Natural marijuana-like chemicals in the body called endocannabinoids. Read on.

Ah, what a world we live in.