I was reading here why we really like Chilli.
It's less to do with taste and smell and more about as, as yet, hard to define third set of receptors that are mostly about touch. We don't taste chilli as much as feel it, our mouths think they are feeling actual heat.
Which brings me to my beloved tea, where the astringent properties of the tannins work on the 'feel' senses, not just the taste ones.
I always knew tea was better than coffee, now I have proof.
Also. in a shameless segue into brand stuff, this is how really good brands work. Above the obvious stuff that folks report in research, the best brands just feel better - an indescribable 'feel sense' which is where I struggle with Byron Sharpe.
When folks can't describe what's different about their claimed favourite brand, it's not as he claims just because they don't really have a preference, it's because they can't really describe a vague fuzzy feeling. It's just feels better. Or it doesn't.
Just like most of use can't describe why we really like chilli. We just do.