Based on Bhagavad Gita Chapter 03, Text 39
When the environmental heat hits us, we naturally move away from the heat source.
Strangely however, we react in the opposite way to another kind of heat: sensual heat. This is the heat of intense craving that burns within us when we contemplate alluring sense objects. The Bhagavad-gita (03.39) insightfully refers to this acute craving as fire (analena).
When this sensual heat hits us, we instinctively move towards instead of away from the heat source. Why? Because we believe that the pleasure from the sense objects will extinguish the inner fire. The falsity of this belief becomes evident in the end-result of indulgence: we get very little pleasure but instead get lot of misery in the form of escalated heat, that is, increased torturous craving.
That’s why the same Gita verse describes the fire of craving as insatiable (dushpurena). This describer underscores that indulgence is not a fire-extinguisher but a fire-fueller; it simply causes the fire to blaze bigger and longer.
Read More – http://www.gitadaily.com/2012/07/31/when-the-heat-hits/