I looked at it at a bookstore. I can see where the allure is. It is a 28-day program which, as it claims, can be repeated over and over. It cuts out all sugary stuff, caffeine and alcohol and really promotes ‘real foods’.
While it is ‘restrictive’, it cuts out the bad stuff, and a 28-day length makes this kind of commitment doable. Because it is very prescriptive, it’ feeds into people’s need of being told what to eat (“just tell me what I should eat”).
I can see how people would lose weight on this. If they were to stick with this healthy eating plan, they would keep it off.
It is advocacy of eating ‘real’ food wrapped in a good promotion.