Sugar hits the same brain receptors that alcohol (which is also a sugar) hits.
I have to be very careful, as I have in the past eaten half gallons of ice cream by myself more than once a week...I can definitely do the same as the bag o' gourmet malt balls. If I buy a bag or box of cookies, they will be gone in one day. Not a good habit.
I've been buying fig newtons, but I think I do it to try to fool myself that they are good (or better) for me.
Then I eat all of them in one day. What's the point?