I don't fully that buy obese people always eat for comfort. Mostly, they eat just like thin people do--because insulin is too high. Some lucky people don't put on weight, but they can still end up with diabetes. Keto is popular because it works -- reversal of type 2 diabetes and obesity is real. And it reverses obesity because people don't feel hungry, because their insulin levels finally drop. It's chemical, not emotional. There's a psychological component, sure, but the reason no one can stay on a diet is because one false move--one cookie, a few slices of pizza--ramps up insulin again and the carb addiction takes hold.