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This is when a person engaged in an eating competition starts enjoying food they are eating, and their body slows down to savor the flavor, causing them to eat slower, and lose the competition.
Bob: Bill, Crazy Legs is really starting to slow down with the donuts here. What do you think is happening?

Bill: Well Bob, it looks like the willy wonka affect is kicking in. He's enjoying the food instead of seeing it as a barrier. There's no way he is going to break this record today.
by A-Tank November 23, 2006
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