Fresh fruit has gone through selective breeding over the decades to increase sweetness. This was discovered by a zoo in Australia IIRC, when it was noticed that animal dental issues had increased despite diets remaining the same over a long period.

Yes it is ever-escalating, I found that after weaning myself off sweetness for a while, when I did try a sweetened product like a typical piece of chocolate it tasted sickly sweet and unappealing.