>I mean what do people do after learning they are fat and feel depressed? They buy crap to feel better. Maybe your website is exactly what advertisers need.

It is quite sad that anyone would consider this a business opportunity.

Swaths of consumer products are targeted at people with self esteem issues. Fashion, makeup, fitness performance, jewelry luxury and stats products of allmstripes. It's especially bad for young women who are bombarded with Photoshoped images of "perfection" and reminders that attractiveness = success and that sex sells.

At the risk of oversimplifying, making people feel a certain way in order to leverage that emotional state for the benefit of another is at the heart of a lot of marketing and advertising. Maybe it tastes worse when it is as blatant as the case above.

I feel like the point is telling them that they don't look fat, because chances are they might not be.

But yeah, that is a smart way to upsell. Even if it's morally questionable.

Saying someone is "fat" is an insult ( I think its considered an insult) you can be overweight without being fat. Fat has more todo with how you feel about your body then being overweight. I think you've found a niche market. ;-)