Did you ever notice the war being waged every January? It seems fast food takes on fitness every year at this time. A commercial advertising an astounding meal deal at your local gut bomb franchise is followed by a revolutionary breakthrough product guaranteed to take off those excess pounds. Both industries target the consumer who believes satisfaction can be bought. Those with weak resolutions to eat better or exercise more see this as the panacea. Once the smoke clears the real casualty is the consumer – usually left holding an empty wallet that can barely fit into the jeans they’re wearing.