I'm working through this, but it's hard. I'm that "heavy user" of products that has Pavlovian cravings when I see an ad. I'm the person who can't get enough of the intoxicating combination of the salt-rush, the mouthfeel of fat, the neurological jackpot effect of sugar. But: the other day, I drank a cup of coffee without adding milk or sugar to it for the first time in a long time. It's a start.