When you're related to them and they die young? That's kinda a bummer.

I already am in a socialized medicine system where we all share the costs for everyone, its just run by private sector for profit crooks who skim a huge amount off the top, mostly. So every penny spent on fat dude's insulin so he can keep drinking corn syrup soda is a penny that can't be spent on something I directly care about, like glaucoma (yeah yeah I know just get medical weed, whatever...) or celiac disease or other topics.

But a person can lead an unhealthy lifestyle and not be obese. Obesity is just one of the factors that can cause health problems. Shaming people for being obese (or for any reason) is certainly not going to help them.

I will tentatively agree the shame factor is a mess. It cries out for analogies with shaming people into not drinking and driving, and shaming them into wearing their seatbelts. I'm not sure if those analogies prove my side or yours, but I'm pretty sure they are great analogies for the topic, one way or another.

If you're trying to define a new cultural norm, in this case for eating, you're probably going to roll out a group-think consensus type meme, so not shaming people for being rebels is going to be an issue. This strategy needs a (good) marketing guy. The Apple iDinner, now without love handles. Something like that.