I think the problem with the 'count chemicals not calories' message is that a lot of people have taken that as carte blanche to eat as much as they want as long as it's 'clean'. So there's people regularly eating lots of full/high fat foods with their sourdough, and washing it down with protein powder shakes and fatty coffees. Then a few months down the line, they're realising they're gaining weight, when they were expecting to lose, as they were eating clean.