catnip

Any of the about 250 species of flowering plant of the genus Nepeta, family Lamiaceae, certain of which are said to have medicinal qualities.

Nepeta cataria and Nepeta grandiflora (and perhaps other species), which are well-known for causing an apparently harmless pheromone-based intoxication among certain cats.

Some cats go bonkers over catnip; others ignore it.

But exactly how catnip—and a substitute, known as silver vine—produce this feline high has long been a mystery. Now, a study suggests the key intoxicating chemicals in the plants activate cats’ opioid systems much like heroin and morphine do in people.

Something that causes excitement or interest.

The language’s^([OCaml's]) rigor is like catnip to some people, though, giving Jane Street an unusual advantage in the tight hiring market for programmers.

Since Rupert Murdoch famously bet the farm on Premier League football to rescue Sky TV in 1991, it has been the catnip that has underpinned subscriber loyalty and, even in a far more complicated media landscape, is seen as so vital as to be worth almost any price.