Clearly, not the case. Of course it's a matter of self-control. The point is few people do have self-control. Hence, the term: ADDICTION. Otherwise there would be no overweight people or people who cannot stop spending money on plastic toys. You can't just say to someone, "you must have self-control," and expect the waters to part and the problem to go away.
What's your point again?
Oh that it's too hard.