I have noticed throughout all the "diets" I've tried over the years that once I'm told I can't have something that's all I want. I have never shed as much weight as I have with Sparkpeople. I'm at 70# now. And by getting to know myself much better and how my cravings seem to work I've learned to never tell anyone I can't eat a certain food and I never tell myself that mentally either. Instead I think of the weight I've shed and the great amount of work and effort it took and 9.5/10 x I pass.
Since I'm not actually saying no, mentally I don't feel deprived. I've realized I have much less cravings for the unhealthy choices. And if someone says "oh sorry you can't have that" I reply yes I can but I chose not to eat that because my body and health are far more important than empty calories.