Why do so many people get excited about eating breakfast?

I've noticed that many people are far more enthusiastic about eating breakfast as opposed to lunch or dinner. They rave, on and on, about how good breakfast is, and how they love it, almost to the point of exaggerated bliss. So what is the appeal here? Is it because they equate hunger with taste? Or is it because the food is typically bland (not spicy) ? Do people think food tastes better when they are hungrier versus when they are not?