Why is it people addicted to something cannot see reason?

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Is it because their need for their drug or addiction is far higher than anything else they need in this life? Is it more important than a friendship? How can they let things escalate to the point where then they become angry because they don't understand why people have deserted them. Can they not see they are doing the damage on themselves and on their whole life and relationships? Even kind words sometimes do not work and so I figured any type of support also tends to go in one ear and out the other. Everyone is left out even if they care about the person. Has this happened to you, have you resorted to saying I have had enough?