I became disillusioned because what I was talking about on my podcast and the people I was interacting with on my newsletter were generally healthy. The people that I see in clinic and in A&E are generally people that would have no inclination to listen to one of my podcasts or watch a show with me teaching them how to eat healthy. So there has to be a relevant way of engaging different parts of society, different backgrounds, et cetera. People will say they want a healthy option. But they will choose the opposite. There's probably an element of cognitive dissonance for some reason. And we can actually get people to eat in a way that is aligned with their health. We need

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