Google "starvation mode myth"
See also this military study where men on extreme calorie deficits and high activity levels did not lose lean muscle tissue until hitting extremely low (sub 5%) bodyfat levels.
It's hard to make money marketing this method. I'm not being cynical it's just fact. If you look at weight loss "solutions" they are based around products that interact well with a supply chain. They are highly processed, loaded with preservatives, and individually packaged. As a result, these solutions tend to be based on methods of calorie restriction that don't provide satiety. Additionally companies are incentivized to create a solution that helps people maintain lost weight _only_ when they are on the company plan.
I would hazard a guess at: most people with weight issues. The problem is not how simple the method is, but how psychologically easy it is to adhere to.
You do need to say "potato chips and candy bars are not things I eat", or have some other mechanism for limiting those without willpower (dessert used to fill this function).
But I hardly need willpower to eat this way, because the body's system handle telling me when to eat.
Also, I get hunger sensations pretty much all the time, no matter how much I eat or how satiating the food is. The worst is that I actually get hunger sensations for quite a while after I eat. I suspect this can be the case for many obese people. For me, I need to use my eyes to regulate my eating rather than my hormones.
The amount of willpower necessary can vary considerably from one person to another, and for people like me just 'eating when hungry until I'm full' is not an option.
But you're definitely right about focusing on better food quality rather than simply eating less. It's far too easy to go overboard eating plates of spaghetti and meatballs than it is grilled-chicken atop salad. After I lost weight and cleaned up my diet, I now perfer the latter to the former. When my diet is consistently clean, it's easier to maintain the cleanliness. There's a lot of inertia when it comes to eating and controlling the velocity is far more valuable than just changing the speed.
Also I agree with your point about consistent cleanliness. I find it very easy to avoid eating something if it's a habit. I find it very hard to "limit" a food except by hunger. And hunger doesn't work well with junk, even when hunger is functioning normally.
None of the long term fit people I know count calories. They tend to do a couple things:
1. Have well functioning hunger, which comes from 2. Eating whole foods and 3. Eating high satiety foods
I'm pretty steadily at my lean weight. But when I'm not, I just switch to higher satiety foods and the weight comes off.
This method is both easy and simple, but I rarely see it recommended. Are there people it doesn't work for?
(Of course, the hard part of this method is having a personal dietary culture that includes buying, cooking and eating whole foods.
Note that I'm not including cost, because in areas that aren't good deserts whole foods tend to cost less than processed foods)