In western culture, the aphorism “More is better” is applied to just about everything. It doesn’t really matter if it’s a healthy something or an addictive something.

If exercise is good, more exercise is better.
If yoga is good, more yoga is better.
If eating nuts is good for you, eating more nuts must be better.
If you love fishing or golf, more fishing or golf would feel better.
Part of the reason we have trouble sleeping is because we are always trying to do more.