Why does scratching the perineum (the gooch) cause an orgasm-like sensation?

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I am assuming that this is a common experience. Normally, when scratching an itch, there is a sensation of 'relief', and perhaps a nominal experience of pleasure. When the itch is in the region of the perineum however, scratching causes an intense orgasm like pleasure that encourages excessive and damaging scratching behaviour. Is this simply due to the large concentration of nerves in this area, or is there a more in-depth explanation?

I scratch it so much that I get hurt.