Why does dieting taste so good?

Why does dieting taste so good, and why dont I do it more??

Alright, so thats not including chocolate and cinnimon buns and all the things we CRAVE when we're dieting, but all in all, the food I eat while dieting is DELICIOUS and generally far better than my normal "on the go" high calorie, high fats & carbs diet.

For instance, last night I made an incredible chicken salad that had me "mmmmm"ing and wondering why I wouldn't normally make such a gourmet dish. And right now I'm eating greek strawberry yogurt mixed with banana and almonds with a side of scrambled egg whites, which is better than most breakfast meals I've experienced at restaurants.
(p.s. let me know if you want these recipes)

I think the key is TIME. I said earlier that my diet was "on-the-go", well I was the queen of convenience; utilizing the microwave and prepackaged options to the fullest.
The majority of my recipies are still quick and easy, but by taking the time to weigh and measure my food and understand the nutritional content while building a tasty recipe, I am confident I will reach my goal (again) and keep it off this time!