The reason I'm sticking to it is that the form of it is such that it makes it impossible for me to eat out and strips most simple starches and refined carbohydrates out of my diet. This will hopefully break some eating habits in be in place long enough for those cravings to essentially go away. I'll also get used to the idea that I don't have to be more or less sated all day - it's ok for me to be a bit peckish or even outright hungry occasionally. The same habit breaking rationale applies to caffeine and alcohol. This isn't to say that I won't have the most stonking pub meal at the end of the month but I'm hoping to be able to maintain good eating habits after that.