This was fun. Humans do indeed love uncertainty and anticipation. This whole two-post series reminded me strongly of David Hume, actually. He wrote at length about the kinds of things humans loved, and among other things said people like to pursue some uncertain goal (as in hunting, gambling, and philosophy) but at least require some utility in that goal (an edible bird, some money, a bit of truth or social prestige). If I can paste liberally from his Treatise on Human Nature:

...we may consider the passion of gaming, which affords a pleasure from the same principles as hunting and philosophy. It has been remarked, that the pleasure of gaming arises not from interest alone; since many leave a sure gain for this entertainment: Neither is it derived from the game alone; since the same persons have no satisfaction, when they play for nothing: But proceeds from both these causes united, though separately they have no effect. It is here, as in certain chymical preparations, where the mixture of two clear and transparent liquids produces a third, which is opaque and coloured.

Rather like the market, and the problematic games people play with them.