Effervescence is surplus enjoyment.
A drink might taste fine flat. Prior to the technological age it would be a glorious treat.
Today there is a shelf life on the bubbly giddiness that comes prior to opening and once opened, which quickly diminishes; it dissipates, leaving us with the flat thing itself.
The thing itself is still great, but our fixation on the almost unsustainable additive of enjoyment, which dissipates as soon as we encounter our desire is also the recognition we must take into every interaction: everything fizzles out in time, leaving you with its raw state, which may still be amazing, but once we have enjoyed it with bubbles it is difficult to accept its normal state.
The difficulty is that we produce the added effervescence through our anticipation.
(In part from Slavoj Žižek)