According to the "largest ever UK study" on obesity (see here on the BBC news website), the general idea now seems to be to take away responsibility from the individuals.
To misquote Ricky Gervais from his "Fame" tour (which is utterly amazing, by the way - buy the DVD right now - NOW - NOW!! What are you waiting for??):
Uh. Why not just have TEN pie and chips a day, instead of ELEVEN??
It's NOT a disease!