They give up as soon as the weight doesn't come off. They get in this state of utter-distress at the first failed attempt.
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There is this universal mindset that kicks in at the beginning of a weight loss attempt....I've not only seen it in myself, but in everyone I've ever known to go "on a diet", and on this and pretty much every other weight loss forum. It's like you can spend years, a lifetime even, slowly but surely gaining weight, but once you make up your mind to lose weight there is this sudden, unrealistic but prevelent sense of "urgency"...you want and expect to see "results" (as measured by scale weight only) now, now, now - and lack of immediate results feels like failure....that can and does change (hopefully) along the way as education provides a reality check....but, for whatever reason, it just seems to be a common thought process....especially if this is the first go round.
eta: Steve, I guess your cosmic role in the universe is to provide that "reality check" LOL
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