Forbidden Fruit Effect

A very complex psychological phenomenon where, if you are forbidden from being with someone (i.e. Married, friendzone, not interested, etc.) they become infinitely more attractive.

Guy 1: Holy crap that chick is so hot!!
Guy 2: No she isn't, she only looks like it because of the Forbidden Fruit Effect.
Guy 1: What do you mean?
Guy 2: She's married, and you can't have her, so she is a forbidden fruit.

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