Increasing numbers of men are being labeled sex addicts and are seeking help through 12-step programs. While helpful to some, these programs tend to not be as effective as those aimed at substance addiction. The reason is that these guys need psychotherapy in order to more deeply understand the meaning of their compulsions and the label "addiction" too often means that such an inquiry is not a priority. The problem is that sexual desire, including compulsive forms of it, always involve complicated psychological meanings. Thus, the rise of yet another aspect of life labeled an "addiction" is part of a broader trend in our culture to approach life's difficulties and problems in a superficial way.