I read a nice explanation on LW. Imagine you need goods X and Y to live well. And imagine that in the ancestral environment, X usually came with Y. So evolution could get away with giving you the drive for X, but no drive for Y (though lack of Y would still make you suffer).
Now switch to modernity, where goods can be obtained more independently. For example, you can get tasty food (X) without some necessary nutrient (Y). So you end up suffering for lack of Y, but your drive is only for X. Moreover, as the market tries to provide X cheaply, it has an incentive to drop Y. I don't know how many such Y's we're missing now, but probably a lot.