For many people, even those without diagnosed eating disorders, food can trigger unhealthy thought processes, much like what the woman experiences in this Yoplait commercial when confronted with cheesecake. But feelings of guilt and shame around eating aren’t any healthier or more sustainable than picking up fad diets, binge eating or malnutrition. Considering the mixed messages sent out by the food industry at large, food marketers are exactly the last people who should be in charge of normalizing behavior and sanctioning weight-loss strategies. They’re trying to sell you something – and it’s not just yogurt. It’s a syndrome of guilt, shame and inadequacy that keep you buying more stuff on the journey towards unattainable perfection.