That's why I'm glad to see "hyper-palatable" gaining currency. "Ultra-processed" has always been a too-ambiguous term that fails to convey what's actually problematic about some foods. It's used to scare instead of inform. Find ten articles about "ultra-processed" food and nine of them will be pure clickbait - the junk food of nutrition advice. "Hyper-palatable" is far from perfect, but at least it's a little bit less ambiguous and scare-inducing.

P.S. In many ways "junk food" is still better than either, despite the pejorative tone.