Oops! Kate Moss is in trouble again. Oh dear, why did she have to imply that denying yourself food is worth it to be skinny? She said one of her mottos is: "Nothing tastes as good as skinny feels."
Why did she have to say it? Because it's true, that's why. Because she was saying what most women actually think - if only they had the discipline to stick to a diet.
Being thin is healthier than being fat. It's more attractive. Clothes look better on you if you're thin. Not skinny. Not anorexic. Thin. Go figure.
Go ask former Casualty actress Rebecca Wheatley, who says: "Anyone who says they're fat and happy is lying."
Rebecca lost 12 stone after seeing her wedding photos and realising: "I wasn't the sexy, attractive woman of my imagination. I was gross. And I felt deeply ashamed."
When she attended her first slimming class the actress weighed 24st 61/2lbs and was wearing size 32 clothes - around four times the size of Kate Moss.
Now she's half the size she was and, two years after the slimming plan, she's kept the weight off. And guess what? Like Kate Moss she's maintained her slimmer figure by a spot of denial.
"I still have to be careful," she says. "I know that if I have a glass of red wine, I'll be tempted to eat a plate of cheese with it, so I have a gin and slimline tonic instead. I can't trust myself to have just one chocolate, so I don't have any. If I crave sugar I eat fruit instead." Rebecca's motto could now be the same as Kate's - altogether now: "Nothing tastes as good as skinny feels."
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The only difference between Kate's stance and Rebecca's is that Rebecca has been praised for her denial and her self-discipline, while Kate has been lambasted.
Every week women's magazines have diets on their front covers with hysterical headlines like "drop a dress size by Christmas", while inside they hail their weight-loss heroines.
The weight-loss industry relies on women wanting to be thin, which emphasises just how hypocritical the outcry over Kate's remarks is.
Her motto has been taken out of context and blamed for creating more anorexic teenage girls. Tosh.
Women's magazines, Hollywood actresses, Cheryl and Dannii, dieting mums... all play a part in the notion that thin is in. Most of us see and read them. Most of us are not anorexic.
Equally, fat is seen as the path to misery and lack of success, yet obesity is on the rise.
Is Dawn French responsible for that? Of course she's not. You are what you eat.
That's what Kate Moss was implying.