Explaining the allure of Nacho Cheese Doritos

The New York Times:

I visited Steven A. Witherly, a food scientist who wrote an insider’s guide, “Why Humans Like Junk Food,” and we raided his lab to taste and experiment our way through the psychobiology of what makes Nacho Cheese Doritos so alluring.

Anyone else love these things but feel dirty inside after scarfing down a bag?