There’s a decent chance you’ll be reading about diet soda studies until the day you die. (The odds are exceedingly good it won’t be the soda that kills you.)

The latest batch of news reports came last month, based on another study linking diet soda to an increased risk of early death.

As usual, the study (and some of the stories) lacked some important context and caused more worry than was warranted. There are specific reasons that this cycle is unlikely to end.

1. If it’s artificial, it must be bad.

People suspect, and not always incorrectly, that putting things created in a lab into their bodies cannot be good. People worry about genetically modified organisms, and monosodium glutamate and, yes, artificial sweeteners because they sound scary.