DESC: What sets Bob apart from all the other experts who claim to have plans that work is that he admits that weight loss is difficult: seventeen years of watching people struggle to lose weight on a seemingly endless string of trendy crash diets, only to backslide and regain the pounds they®ve shed, have taught him that dropping pounds is not simply a numbers game. By acknowledging that it is not simple laziness but a complicated web of social rituals, cultural expectations, and habits that drives people to gain weight, Greene is able to attack the problem of weight loss realistically and offer not a short-lived, quick-fix formula, but a long-term program that accounts for the challenges and constraints of the real world.