'No diet' diet

I know what you're thinking, but apparantly it’s not a diet, it’s a mixture of "dietary and lifestyle changes that will enable you to lose weight without the unpleasant side-effects normally associated with dieting."

What are the 'unpleasant side-effects' I wonder, putting on weight I guess.

The 'No diet' diet will change the way your body responds to food. 

Well that's great, but whilst we're at it, how about ‘No payment’ bills and ‘No hangover’ alcohol or 'No show-up' work,  then you’d really be talking!