34 • If IAm So Smart, Why Can’t I Lose Weight? becomes a force of will when we don't understand it. It's a battle that most of us end up losing. When you combine this with the effect of insulin, it’s no wonder we struggle with weight loss. Secondly, marketers understand this motivation. Whether it’s a drug dealer selling coke or a manufacturer selling candy, they know that the more you get it the more you will want it. But they also know that you want to be healthy. If they can convince you that eating sugar is healthy, they have a business model that can't lose. If you remember the low-fat craze of the 1980's and 90's you will know exactly what I mean. Because of some misinterpreted science, we were told that fat made us fat and that non-fat foods would make us skinny. We believed it and started buying foods As part of the brain's survival system, we are programmed to avoid pain.