Bhagavad Gita, Chapter 3, Verse 39

Knowledge is covered by this constant enemy of the wise, in the shape of desire, which burns like fire and is never satisfied.

This isn't a beginner's problem. Even people who know better still get pulled in, because craving never actually runs out on its own.

Feeding a craving doesn't extinguish it, it tends to feed the fire further. That's what makes it dangerous even for someone genuinely wise, satisfaction was never really on the table to begin with.