“…Hence, there seemed to be a moral difference between strict and regulated diet ('be good') and the occasional meal out ('be a bit naughty'). This echoes the religious language used by the weight loss industry (Contois, 2015) and commercial weight loss groups (Bacon, 2015), with 'good' and 'bad' foods constituting sin or salvation. However, Stephen recognised that it is easy to get 'paranoid' while logging food, suggesting that too much strictness was not welcomed.…”