Mike Lisanke’s Reviews > The Case for Keto: Rethinking Weight Control and the Science and Practice of Low-Carb/High-Fat Eating > Status Update

" That’s the goal of virtually every food- or beverage
related television commercial: stimulate a hunger or a thirst for the
product being advertised. Almost invariably that product is carb-rich
—pizzas (the crust), fast food (the buns, french fries, and sugary
beverages and desserts), beers, soft drinks, and fruit juices. Insulin
and fat metabolism are a very likely reason this strategy works."

" There is another complication, courtesy of the implications of the
cephalic phase of insulin secretion. Recall that your pancreas will
secrete some insulin merely in response to the thought of eating.
Just thinking about cheating will have an effect similar to cheating
itself, albeit not so dramatic...