Controversy continues: Procedure burns away brain`s pleasure center to rid patient of addiction

A recent story I read on TIME highlights a new procedure that some physicians in China are performing to attempt to 'cure addiction.'  This procedure destroys certain parts of a person's brain known as the 'pleasure centers.'  These neurosurgeons believe that this will stop the addictions because the removal takes away the person's longing, desire and motivation for certain things. 

Yes, these things can include drugs and alcohol, but they can also include sex, love, and food.  Taking away certain parts of the brain like this will most likely leave the person without the ability to feel joy.  To me, this does not sound like a good idea.  I understand their basic logic with taking away the patient's ability to long for their substance of choice, but it almost turns the patient into a robot.  And from what I've read about this procedure, it seems that it is not proving to be too effective. 

Many patients end up with lasting side effects that range from memory loss to lack of motivation, and a majority of them end up relapsing and using their drug again.

There's much research and commentary on this topic, so I'll leave the rest to you.  I'd love to hear what those of you working in the addiction field think.  You all work day and in day out with people addicted to drugs, alcohol or with other process addictions, and prescribe medication, work through therapy sessions, and strive to help people reintegrate into normal, everyday life.  Do you think this procedure sounds like a positive update in the field?  Or do you agree with me?