One my trainers when I was in college told me that when you crave foods, its not your lack of willpower, its actually your body telling you it needs certain nutrients. He told me when you crave chocolate its because your body needs carbs, so if you get some carbs, your chocolate cravings will go away.

I'm guessing the idea you crave a cheeseburger is the same thing, his body was in need of complex carbs and protein?

This is purely anecdotal evidence of this, but in my experience as an endurance athlete (soccer, cycling, adventure racing) its seems to work. When I've craved chocolate, I just eat some toast or chips or drink some Mt. Dew (a lot of people have no idea how many carbs are in soda) and the desire for something chocolatey goes away.

As others have pointed out in the thread, everybody is different, but in my case, this idea seems to be accurate.