totally agree with you @cheeeeesecake
it's like there's this competitive edge to it, which is fueled by things like Instagram and fb etc as it allows you to share (aka brag) about how healthy your meal was, how hard your work out just was etc. without social media, it's hard to maintain any kind of momentum as you'd just be talking about it constantly. which nobody wants to hear anyway. this way you can share status updates, post pics, share links to relevant articles/news stories etc. it's just way more of a platform from which to cultivate the obsession and so I think, as a consequence, it's much more extreme these days and moderation seems a thing of the past.