I gave this book one star. First, the author can't write. I understand that writing wasn't his profession ... so, it's understandable that he's not going to be a literary genius. However, he repeats himself over and over and over and over and over again. All the chapters have blurred together for me from this book because they all had the same reiterated information in them.
Also, I'm unsure as to why this book is a bestseller. Who doesn't know this information? I always thought it was obvious that when it comes to business, money is the bottom line, and EVERY company will try to make sure people come back for their product - whether it's food or otherwise. Thus, I didn't think the information contained in this book was very groundbreaking.
The neurological information in the book was interesting. However, he could have covered that in one chapter - instead he repeated this same information throughout the whole book.
Finally, the last few chapters that deal with how to overcome overeating are extremely vague. I don't think the author wanted to admit that he really had no idea how to overcome it. He does touch on cognitive behavioral therapy - but, again, this is basic information found in any psychology book. Nothing groundbreaking.
Also, the author did not focus at all about (what I think) the most important aspect of dietary lifestyles is: health! Not once did he mention the benefits of alternative ways of eating - all he focused on was, essentially, portion control. Which is, of course, good. But, trans fat in small portions is still ... trans fat. So, I was disappointed not to see any conversation about health in here.
I suppose if you're an absolutely beginner to the food industry, this might be an OK book. However, don't let this be the only book you read. Pick up Food Inc. (excellent book that far surpasses this one) or Organic Manifesto by Maria Rodale.