How could craving be the habit of reification?

Below, it says that "craving" is the habit of reifying things, resulting in the notion that we need ever-increasingly more things to live happily. How could craving (tanha) be the habit of reification (papanca)? How does it link? From Piya Tan's commentary of Cetana Sutta (SN 12.38-40) : > What is interesting here is Mahā Cunda’s statement (from MN 144 ) > that rebirth and suffering are rooted in "emotional dependence" > (*nissita*), which the Majjhima Commentary explains as arising on > account of craving and view (MA 5:83). **"Craving" is the habit of > reifying people, things and ideas, resulting in the notion that we > need "more and more" to live happily;** "view" is the delusion that > sustains and moves craving, and its necessary opposite, hate.