The phrase “Reverse Dieting” is being popularized by a number of FitPros, most notably Layne Norton. I wouldn’t necessarily say that the way it is currently being used in this trend is a technique to build muscle, it is more a technique to elevate your metabolic rate so that you can use calories more effectively and avoid gaining fat when increasing calories after a period of reduced caloric intake. As you know, there are hormonal changes that your body induces during a period of extended caloric deficit, which allow it to conserve energy and operate at a lower metabolic rate. When going back to eating what was previously maintenance calories, a person who has lowered their metabolic rate may find that what was once maintenance now actually causes them to gain body fat. If calories are added back in a controlled way and exercise is utilized effectively during this period, the person can avoid this post-cutting fat gain. The specific phrase “Reverse Dieting” is gaining some attention for bringing this idea into attention currently.