You bet, Bloof, to both the psychological need for a 'treat' and the sugar rush reaction.
Luckily (?), I tend to get really nasty blood sugar dips (ie shaking, sweating, sometimes passing out) after I eat really sugary stuff, for example, pancakes with syrup - so that helps with the moderation. But I have been known to utterly lose control when faced with a partial birthday cake. 
I had the epiphany about the fruit while on an all-inclusive holiday, of all things - I got home and realised I had, to my astonishment, only put on 200 grams in the week, mostly because it was so bloody EASY to eat the yummy pre-cut tropical fruit, and the salad bar was right there and waiting for me. Well, that and all their desserts were pre-packaged and utterly not worth the stomach space, let alone calories. But I did have ice cream sometimes, and wine with meals, and stayed almost the same anyway (and believe me, this does NOT happen to me!) I guess for me it has a lot to do with convenience, esp when I'm hungry and low-blood-sugary and need something NOW dammit...
off to bed now, with a lovely feeling of victory for having not even TASTED the white chocolate biscuits.
Sleep tight all!