SO the opposite for me. I think it's my inner 3 year old petulance. I feel like dieting is my secret. It makes me happy to know that my carefully portioned lunch smells like 1000 calories when it's 250. If I pass up bad food I like the "Oh, how restrained!" kinds of comments-- I feel like I'm getting away with something, b/c they don't know it's such a carefully planned restraint. Good lord I sound crazy. Oh well. If it looks like a duck and sounds like a duck... :) That said, DietBet is kinda my not-going-it-alone, so I can see that too.
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