“In the 2010 guidelines, the recommendations to eat more ‘fruits, vegetables, whole grains, fat-free and low-fat dairy products, and seafood’ are straightforward. In contrast, the recommendations of what to eat less often are written in the language of nutritionists, which most people don’t speak, telling us to cut back on ‘saturated fats, trans fats, cholesterol, added sugars, and refined grains.’ Why not phrase it as ‘red meat, processed foods, sweetened drinks, and white flour’? The food lobby understands that clear advice is more likely to be acted upon, so they push for recommendations in technical language.”