NYTimes has a great article on how Doritos are created, from flavor to color, in order to make them irresistible. You love them because you can't help it.
Despite the powerful tastes in Nacho Cheese, the Doritos formula balances them so well that no single flavor lingers in the mind after you’ve eaten a chip. This avoids what food scientists call “sensory specific satiety,” or the feeling of fullness caused by a dominant flavor. Would you eat a whole bag of rosemary chips? With Doritos, you go back for more.It gets better here.