Look at the two bars. The first few opens genuinely felt good, a real little hit each time. By now the chest barely raises a flicker, yet you went on tapping anyway.

That split is real. The brain runs wanting (the dopamine-driven pull toward a reward) on a different system from liking (the actual pleasure you get). They usually travel together, but cues, streaks and near-wins keep wanting high long after liking has drained. It is the engine behind the slot machine, the endless scroll, and the one-more-drink. Wanting something is not the same as enjoying it.