What I've seen consistently amongst the non-healthy eating Americans is that they argue:
1. Dieting requires them to be hard on themselves and they're focusing on self-love, which they struggle with
2. They deserve a daily treat. They look forward to it, it brings meaning, etc
3. The taste of their food is super important to them, such that they can't imagine repetitively eating (meal-prep) or eating cleanly (no added sugar, monitoring sodium)