As addiction develops and tolerance, dependence, and cravings emerge, the euphoria produced by the drug gradually drains away. Pleasure is replaced by desire; liking becomes wanting. In everyday speech, we may say of an alcoholic, "She really loves to drink," or of a cocaine addict, "He must love to get high." We imagine that drug addicts experience more pleasure from their drug of choice than others and that this motivates their complusive drug-seeking. However, most active addicts report that they no longer derive much pleasure from their drug of choice. Accumulating evidence indicates that once the trajectory of addiction is under way, pleasure is suppressed, and it is wanting that comes to the fore. Unfortunately, pleasure in the drug itself isn't the only sensation diminished in addicts, for addiction produces a broad change in the pleasure circuit that also affects the enjoyment of other experiences, like sex, food, and exercise.