I do agree that "marketing" is a big part of the problem. We're told over and over that it's hard, and the only time we're told it's easy is when someone is trying to sell us some weight loss program.

The first step to winning the battle is gaining some awareness. Barring any pre-existing condition (especially diabetes), someone who wants to lose weight should simply start eating less, and slowly so they can gradually get used to it. Food is so abundant, it's usually not lack of food that makes people feel hungry, but lack of feeding the food addiction, especially addiction to added sugars. People should try fasting every once in a while just to see they can do it and they won't suffer ill effects from feeling hungry for ~16 hours.

The biggest obstacle is convincing yourself you can do it.