There was a story on 60 minutes tonight discussing how sugar is having a negative impact on our society. The story started out talking about the health issues that come along with too much sugar consumption. These included heart disease and diabetes which are all increasing among Americans. Is it a matter of simply not consuming sugar anymore? That sounds a lot easier than it actually is though. In studies that look at sugar's effect on the brain participants were given sugar while having their brain scanned in an fMRI machine. As soon as the sugar touched the tongue of the participant, the brain's reward system activated and dopamine was released. This is the same process that happens when somebody uses drugs such as cocaine. The scientists conducting this study said that they believed that sugar was just as addicting as cocaine. Interestingly enough you can even build up tolerance to sugar just like other drugs causing people to consume more sugar to get the same affects as before. Sugar may not be as dangerous as cocaine in the short run, but as people continue to consume it in large quantities, the health of millions of Americans could be at risk.