They think the magic is the "healthy" food.  Not CICO.  They picture themselves having to shell out $20 for a mound of kale to eat in one setting.  Then of course the gourmet ranch from the Whole Foods-type-store.  It's healthy cause it came from whole foods.  It's basically just them missing the point, either willfully being ignorant for fat-logic's sake, or just being stupid in general.