Definitely all in the head. I've done this once - well, nearly, I got to 11.5 and thought 'Yay,I've done it' - wearing size 12 jeans, etc. But then forgot all about maintenance and learning to eat properly again and just dived head first into the bread bin (and the curry house) so have put most of it back on, landing up at 14'13 on my CDC's scales. So here we are again. It did take four years to put it on, but it was a miserable four years of WW, Paul McKenna, a couple of abortive goes at CD, yada yada.
For me, I have to learn that its ok to feel an emotion and not smother it with food. Everyone knows that if you have the tendency to eat your emotions then you eat when you're bored, stressed, sad, etc. I do this. I also eat all my positive emotions. Fed up? Have a cake. Happy? Have a cake. Angry? Have some monster munch. Girl's night out? Have a load of snacky ("naughty") things to celebrate. Got a promotion? Lets go out for a meal. Having a bad week? Lets go out for a curry.
You get the picture.
I find I don't really FEEL my emotions - I notice them, eat them, and then go back into a rather distant sort of state where I don't feel much at all.
Paul McK has lots to say about this, and its actually pretty useful. I just have to learn to say to myself 'I'm sad. And if I eat that cake, I'll be sad AND I'll have eaten a cake' - it won't make any difference to how I feel!!
A reasonable alternative, as I see it, would be for the government to ban bread, toast, pastry and cake.