I’m heading to the Philippines soon for work. Members of my team asked me to bring them Mega Stuffed Oreo cookies. The product isn’t available in the Philippines, and they swear the taste is different.

I wonder:

1. How do we know this is not a placebo effect?

2. How might regulations about food production influence the taste of our oreo cookies? Is that “better” taste actually “better”? Could “better” be “worse”? (I’m not a nutritionist nor am I food scientist — discount my ideas 100%)

3. Is it that something is rare or unavailable that heightens our perception and sensation of that thing?

I’ll pick a side — seduction.

There’s a strong desire to want what we can’t have; and when the thing we want is teased in front of us, that desire grows. Marketers, songwriters, entertainment professionals, potential relationship partners, job seekers, and employers all know that — and clearly Oreo knows that too.

It’s my experience with humans that the desire for something often increases the perception of the potential satisfaction of having a thing. And once that thing is had, 50% of its value is lost the second after it’s possessed. Like a car.

And, possibly, like Mega Stuffed Oreos.