If that is true, why does the rest of the world want it so badly?
Sugar is quite popular too. It is quite possible for people to want sugar, yet notice that people who have excessive access to (not to mention advertising and peer pressure towards) sugar often lose the ability to appreciate or even distinguish other flavors.
I am from Asia, while we love super hero movies because they are cool (including the dark side), but that doesn't mean we appreciate the culture described in the article, to be honest, it's kind of lame