I hate the word 'diet', to me, it feels like you are prescribing a temporary patch over a much bigger problem. With my clients, we work on ELIMINATING bad foods, this feels like it's a much more permanent removal. Statistically, most people will fail at a diet, too many changes at once is hard to sustain, or the temporary nature of a 'diet' means they think the end goal is to eat the same junk as before once they hit their goals. Do you see 'diet' as a temporary measure?