Let's say my craving today is doughnuts and I feel powerless to resist them. I imagine an animated dozen doughnuts ringing my doorbell. When I open the door, 4 doughnuts hold me down, 2 doughnuts force my mouth open and the other half dozen jump in my mouth. Ridiculous, yes? Of course it is, but so is the notion I have no more control over my eating than that, and I've made myself smile.