Why are restrictive diets so popular?

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I have 2 good friends who are on diets at the moment. One is doing something called “carb cycling” and the other is doing what she calls “lazy keto.” I told them both I’m eating what I want and tracking my calories here, and I’ve lost 7 pounds since the beginning of the year, which didn’t seem to deter them from their plans. Not that I was trying to at all, but it got me thinking about why “we” feel like we need to torture ourselves to lose weight. We don’t (generally) gain weight quickly, so why do we feel the need to lose it so quickly? I ask all of these hypothetical questions as someone who has tried my own share of quick fixes...with little success.
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