I don't think there's a "dietgate" or conspiracy. It's simply people only listening to, and repeating, what they want to hear. What they want to be true.  I'd agree that it's a large part of the discussion. I'm somewhat skeptical of any accusations of astroturfing on reddit, for example. I mean that's the whole point of viral marketing. At least to any major extent. If it's being done properly the whole point is that the general public will do it themselves. Without need for payment or legal restrictions involving claims being made.  That said, there absolutely is a directed push to move the discussion away from calorie counting. Coke's mixify campaign was one of the biggest recent blunders there. Pepsi's burn it to earn it campaign was a more successful version. Not technically saying "hey, don't worry about calories! We acknowledge it!" but that's also why it worked better. The quick acknowledgement and then distraction does a better job of hiding that concern than more directed attempts.