As someone who has struggled with weight, bouncing up and down between normal weight, overweight, and obese during most of my adult life, I am very interested in the issue of obesity. (And, no, I'm not obese because I drink sugary drinks. I haven't those types of drinks in over 30 years).
I think smoking and obesity should be fairly amenable to modification, and likely very worthwhile to do that for the individual and the society.
Let me first say that I think the treating obesity is something that is worthwhile to do for many reasons.
That said, I think the above statement is fundamentally not true at this time. That is, obesity is in fact
extremely difficult to successfully treat, if you consider successful treatment to be persistence of lost weight. In fact, it is
so difficult that many experts feel that it is basically a waste of time to try to treat obesity and that virtually all efforts should be directed to obesity prevention.
Of course, there are people who are obese who successfully lose weight and keep it off. However, they are outliers and aren't the norm. Over 95% of people who successfully lose weight regain within 5 years (I am one of them).
On another board, an obesity researcher posted about this issue awhile back:
http://boards.fool.com/to-preface-my-post-i-have-never-been-overweight-27721294.aspx
Basically one of the major problems with obesity is that a once obese person who reduces weight to a normal weight will have a lower metabolism and burn fewer calories than a never obese person.
See this article:
MMS: Error
Basically it is showing that formerly overweight people burn about 15% less calories than expected.
That may not sound like much but the thing most people don't understand is that the difference between staying weight stable and gaining weight is a very small one.
In order to be overweight it doesn't require eating a lot of fast food (I don't, some but not a lot), or sugary drinks (I don't), or lots of sugary sweets (I don't). If you eat an extra 100 calories a day, you would gain about 10 pounds in a year.
Now imagine that a never obese person at a certain weight and activity level would be weight stable at 2000 calories a day. Let's imagine she has a friend of the same weight and activity level, who was once obese. That person also eats 2000 calories a day. But, in her case, she isn't weight stable at 2000 calories. She is eating 300 calories too much and at the end of year, she has gained 30 pounds even though she ate the same amount as her weight stable friend. She would be weight stable at 1700 calories a day, but that is very, very difficult to maintain on a permanent basis. And, if she instead says she will eat 1900 calories a day, then she is back to gaining 10 pounds every year.
By and large most of the people (not saying all) who are able to maintain weight loss after being obese either restrict calories to a point well beyond that of other never obese people or exercises a great deal - far more than the average person who was never obese.
Anyway - the main point I am making is that for whatever reason, obesity is very, very difficult to treat. It is not just that obese people don't want to lose weight. I know many people who are highly motivated to lose weight, try very hard and still don't permanently succeed. (Yes, there are exceptions. Some people don't try hard and some people lose weight easily and keep it off easily. But when 95% of people who actually did lose weight, can't keep it off there is more going on than lack of willpower or people just being lazy. The best explanation I've seen that makes sense is the change in metabolism.