People started believing that they had to have cheat days and cheat meals in the late 90s. And diet culture got really fucked up with that because what it did was train people to only go long enough to produce the result, but not ever going long enough to actually ingrain the habit into you of eating healthy. We should be looking at it as we're trying to create, correct the thought process behind our need for these foods that are not good for us or don't serve us.