Because back when I tried it the simple way (ie cutting down food intake) it saw me gain weight and I got bombarded by the OCUK Elite and all their calculations and formulae and weight apps, along with the "you're breaking the laws of thermodynamics" crap - Clearly I'm not. Their instructions just didn't work. Shopping is hell at the best of times. Do I really have to double the duration by Googling everything, walking around with a smartphone plastered to my face and checking every single thing on a spreadsheet? What were people saying about making things complicated, again...?