Yeah, there's a really interesting psychological angle to this — telling people to reduce, say, sugar or the most processed fats is very different from effectively asking them to give up most of what they enjoy in food. A less ambitious play probably would have come a lot closer to accomplishing their goal.

There's also an angle about how this pushed a lot of people to heavily processed foods because leaving out everything on that bad list left a much narrower list of things you could make at home which were also tasty.