Pleasure “liking” is an essential psychological function for well-being, and incentive “wanting” can normally give zest to life. Yet in addiction, these processes go awry. Recent findings indicate that “liking” for intense pleasure is generated by a frail and tiny network in the brain, whereas “wanting” for pleasures has a much more robust and larger brain generating network. In addiction, hyper-reactive brain systems can create intense “wants” even in absence of any “liking.”