I'm not a nutritionist, biologist, or doctor, but I have a huge sweet tooth, and I actually tried to answer this question on my humble little blog (http://foodconstrued.com/2011/02/sugar-cravings/) back in February.
My answer: It is not the sugar, but the empty calories leading to obesity and then to further health complications.
So, the article addresses that point, goes into extensive detail as to why it may not be true, with scientists, biochemistry, and all sorts of other stuff, and I'm supposed to believe your "Nuh-uh"? Why is this article wrong? Why is the conventional answer right? At least cite something that directly addresses these arguments and discusses why they are wrong, this makes it looks like you're taking the metaphorical ostrich approach to the argument.
My answer: It is not the sugar, but the empty calories leading to obesity and then to further health complications.