I actually see it as a sort of competition. There's a problem, namely, people overeating due to emotional distress. So let's have a race and see who can solve i

I actually see it as a sort of competition. There's a problem, namely, people overeating due to emotional distress. So let's have a race and see who can solve it better. The psychologist will say "go to therapy", the doctor will say "exercise more", the priest will say "try volunteering" and the engineer will say "here's an app for that". If it turns out that the engineer's solution works better, well, a) it's up to the rest to come up with a better solution, and b) I can't blame the engineer for coming up with an engineering solution. I actually find it refreshing that they are working on that instead of Adwords/Zynga/NSA stuff. And of course, this bra/bracelet thingy doesn't rule out the alternatives. If you don't like the engineering approach, feel free to try anything else on the list.