Understand why people love Cheetos even if they don't admit it

If you've eaten a packet of Cheetos, you'll probably remember the mess this tidbit makes: orange hands covered with a slightly greasy powder that easily spreads across keyboards, joysticks, and especially white clothing.

Most people swear to hate the snack food, but if that were so true, it wouldn't continue to be so successful. So what the hell really attracts consumers for the treat?

To find out, the snack maker in 2008 hired a company called NeuroFocus. From electroencephalography-based neurological tests done on people while they were consuming Cheetos, the company made an impressive discovery: It's the mess that creates a sense of subversion and makes people enjoy the product more.

So the next time someone offers a packet of this or any other junk food, don't just refuse to avoid staining your clothes. The dirt of the treat is part of the fun.