Why Sea Urchin sushi (uni) tastes SO frakking good!

If you've ever enjoyed the fine diversity of Japanese cuisine, and are a serious sushi connaisseur (as I am) you have probably experienced the singular love of uni-a type of sushi made from the gonads (which produces the roe) of a sea urchin. To be sure, uni is not something everyone "gets" the first time they try sushi.
But, for people who enjoy uni, they REALLY enjoy it. Its a compulsion to order it when they visit the sushi bar!! But why???

Uni has a "euphoria-causing chemical" ingredient (albeit in very small quantities) similar to what you find in cannabis! Yes, pot, marijuana, etc. Specifically, a chemical neurotransmitter called an anandamide,also known as arachidonoylethanolamide or AEA
What are anandamides doing there in the first place?? These are actually naturally occuring chemicals in sea urchin gonads, which are thought to be important in the reproductive system, among otherphysiological/enzymatic processes associated with sea urchin fertility.
Interestingly, (according to Wired)-some scientists have hybridized the euphoria-causing anandamides from sea urchins in conjunction with the psychoactive chemicals from marijuana in order to better study the endocannabinoid system, which is partly responsible for pleasure and pain signals.

So far, anandamides have been studied in the N. Pacific purple sea urchin, Strongylocentrotus purpuratus and the European sea urchin Paracentrotus lividus.
I've not tried uni from other species (the two other species,S. franciscanus and S. droebachiensis I believe are made into uni). Several species are fished in Australia. One wonders if the amount of anandamide and the perception of taste (and the "high"), varies per species..

That being said can sea urchins handle the fishing stress? 
Incidentally, according to one of the papers I found, the chemical in S. purpuratus can reduce the fertilization capacity of sperm cells. This study was via direct application-not via ingestion, but if you are trying to be fertile, it probably doesn't hurt to lay off the uni, if you're having it every night! (plus uni is quite rich..so you probably can have too much of a good thing!!).