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Simply put, the diet is based on over one hundred (100) foods that require more calories to digest than the actual caloric value of the food, thereby burning up stored fat from your own body.
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Even more simply put, this sounds like bullshit to me. I heard the same argument about the icecream diet. "Since it takes X amount of calories to heat the icecream in your system, you actually lose weight"
I saw no foods list on there so I dont know if the macro break downs are different then pfsm, but I can tell you that personally I think lyle mcdonald is one of the best out there, and i would trust his pfsm over that half assed website. It really looks geared toward selling you some bullshit suppliments you dont need.