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OK, here comes the totally nerdy answer that delves deeper than necessary: In western culture, our lifestyles involve constant levels of stress, and the accompanying physical response to stress (cortisol, adrenaline, etc.) Puzzles and mindbenders give our minds a way to burn off the glucose that gets released into our bloodstreams as a result of those "fight or flight" responses - the glucose that is meant to be used as energy to fuel the fight or the flight that our bodies expect to be called upon to perform. So it evens out our chemistry a bit, and gives us a feeling of calm and a momentary sense that things are as they should be, instead of the usual low-level fear and anxiety that we have. In this state, the brain releases the endorphins that accompany a more relaxed lifestyle, and it's those endorphins that are addictive. Plus it's just really fun.
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