Throw away the fruit? ... dramatic approach to dieting.
Dieters are often made to feel bad about their pursuit of skinniness, but why shouldn't we celebrate it, asks Venice A Fulton, author of the controversial e-book, Six Weeks to OMG.
"You can talk ethics all day, and constantly blame the media, but the truth is if you have a problem with others wanting to get skinny, you've got a problem with our body's design," he says. "The minute we carry extra chunk, we're adding to whole host of [health] problems, a list so long, it's too scary to look at ... people who look after themselves aren't vain, they're smart."
Fulton is certainly no shrinking violet. Nor is he afraid to go against the status quo.
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Among the contentious claims in his book are that it's good to skip breakfast; certain fruits instantly block fat loss; small frequent meals are damaging; juices and smoothies cause overeating and that broccoli carbs can be worse than those from Coke.
Understandably, there has been a strong reaction. In an op-ed article titled Six weeks to OMG: the diet that will make you disappear, writer Marianne Kirby of The Guardian said: "With its exhortation to 'get skinnier than all your friends', has a self-help book ever been as direct in its appeal to base instincts?
"But beyond the ludicrous guidelines ... I'm not sure a diet book has ever been this 'honest' about the root of the motivation that a lot of women (and men, who seem to increasingly be falling prey to this) feel for dieting. This book is indeed using psychology but it's using it against its readers."
Yet, despite its critics, the book is outselling The Dukan Diet on iTunes and Fulton is unrepentant.
"Of course, there are critics," he says. "I remember telling a doctor, 'Breakfast is the most important meal of the day, to skip'. He walked away angrily, and lit a cigarette. Science knows that the world isn't flat, and yet its so hesitant to set sail and reach new horizons."
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OMG! Bestselling diet breaks the rules
