The Shangri-la diet is not a diet in the usual sense of a set of meal plans or detailed instructions about calorie intake and nutrition. The book that was published in 2006, is perhaps better described as a discussion of a psychological theory about human appetite than a diet book strictly speaking. The core of the author's theory is that people gain weight because they have been conditioned to have a strong association between food and flavor, which keeps the appetite demanding more of a specific source of calories in order to continue tasting the flavor. If a person can break the association between flavor and food intake, they can lose weight because they won't feel hungry as often or as intensely. The book suggests several ways in which this association can be broken, thus leading to lifelong reduction in calorie intake with relatively little physical or emotional distress. As one newspaper reporter describes the diet, â€œ. . . it seems that you may eat whatever you wish under the [author's] plan, but you just won';t want to.â€ The diet has generated considerable controversy since its publication, not only in regard to its theory of appetite and weight control, but also about the role of expert review and clinical trials in evaluating new diets.