Yeah, there's a hard-wired positive feel-good response from eating until you're full. Unfortunately, when food is plentiful, that means you're going to be overeating all the time. Conversely, if you're eating at a deficit, that means you're not going to have that feeling of fullness any more, you're going to feel like you've still got room. You're not truly hungry, but you're not full either. There's a difference between being actually hungry and just not being full, and a lot of people lose that distinction.