Calling it an addiction is problematic, IMO. Clinically, gambling is still the only officially "recognized" addiction that isn't an actual substance one abuses, so there's very little academic rigor applied so far to other behaviors that we talk about as being addictive. Sex addiction (which I bring up because it's also one of these "brain-becomes-addicted-to-hormones-that-make-you-feel-good concepts) has been blamed for many a sexual harassment lawsuit in which the "victim" of the "addiction" attends a luxurious "treatment facility" for a week and is then "cured" until their next "relapse". The business model is shady as hell, and even the most well-meaning anti-porn groups base a lot of what they say on very shady science like brain scans that happen to look similar, when you can get a lot of activities to yield similar brain scans. Therapists who approach it as a symptom of other issues (attachment issues, for example) rather than an addiction have had more success actually breaking habits, but rigorous research is hard to come by in that field so far.
