Hi my understanding of this.
Our brains are amazing and complex.
If we tell our brain we can't have something it will always think about it, so it is a vicious circle more so in early sobriety and slowly dissipating as the months add up into years.
Every time we are reminded or remind ourselves we must not. The focus of attention is firmly on the subject So the cycle of the crafty two sides of our conscience are empowered.
Mindfullness a practise of retraining the brain covers practices that can be very useful.