Peeling packing tape is often a struggle—first the tape refuses to budge; then it unspools too far. Researchers have learned that even when tape rolls out steadily, it continues to stop and start at high frequency on the microscopic scale. Now researchers have developed a theory—based on observations of the peeling of adhesive tape—that explains how energy provided by the peeling force is converted to kinetic energy in the moving tape. Characterizing this effect could lead to a reduction in the noise produced when peeling tape (a serious concern for industry, where the sound can be deafening) as well as improvements for future adhesive tapes.