At the beginning, I wasn't very surprised with the ideas in this book. Everyone knows a smaller plate means you eat less. But it is so much more than that. It had the feel of Freakonomics and The Tipping Point with innumerable studies to explain our relationship with food. After reading Mindless Eating I understand why Doritos just introduced "two-flavor" bags of chips. My high school children really enjoyed listening to the studies and we've been applying them in the kitchen. It turned out to be the best non-diet (but lose weight) book I've read.