Even if I didn't know about the Coke association, the problem I would have with a 10 week study is that it's a 10 week study. It's not evidence of sustainabilit

Even if I didn't know about the Coke association, the problem I would have with a 10 week study is that it's a 10 week study. It's not evidence of sustainability. 10 weeks of changing your diet in general will probably lead to weight loss as long as you're not increasing your total calories, but that doesn't mean that the diet is sustainable long-term. If you live on say, a few donuts a day, you'll lose weight, but it'll also give you terrible sugar crashes and you won't be able to focus. You'll be irritable. It will really suck, and you'll either end up eating more or seeing your quality of life suffer.