Why does processed cheese taste good?

I know I should hate it. And that I should be out scouring the land for farmhouse extra mature cheddar aged in oak and tenderly wrapped in leaves by nymphs at midnight. But I have to confess a sneaking liking for Crema bel Paesa cheese spread. In fact I had two of the sneaky little wheels for lunch on some olive and onion bread. Mmmmm. Oh well, better send back the foodie credentials....