As someone who struggles with binge eating there is some number of chips that you kinda miss the flavor of, but truly the main drive for eating them is the dopamine from the flavor. For me what drives me to continue eating that they are so intense I get a pathological need to keep the flavor intense in my mouth. After eating a chip the memory of the flavor doesn’t hold more weight than the potential for more flavor in front of me while I still have chips. BBQ chips usually override the chance of getting tired of the flavor, prolly cause of the crazy amounts of salt, fat, and sugar.
Another way to put it is that I basically get anxious that I will stop tasting the flavor, so I eat constantly and quickly to stave off that reality. I inevitably create that lack of flavor anyways by eating so much so fast.
I wish my brain would let me grow tired of the flavor but it instead triggers a fugue state where I must be constantly consuming because the dopamine feels good.