A colleague recently finished a month-long experiment: trying a vegan diet. Discussing where he'd go from here, he mentioned he was looking for a new challenge, "something else to give up".
Why would we rather cut things out than add them in to our diets? It's a quirk of human nature that seems common. Witness the popularity of programmes for quitting sugar, of low-carb diets, of going paleo or raw or any of their variations.
All involve lists of things you are not allowed to eat. All involve cutting something out - sometimes something we have enjoyed.
There's a psychological quirk in action. Is it that we don't feel we're doing something meaningful unless there's an element of pain and difficulty? Is it that it makes us feel pure and good to give up things that others blithely tuck into? Or is it that people like rules because it eliminates many of the decisions they'd otherwise have to make about what and how to eat?
I think it is possibly a combination of all of these things. We like simple solutions and being told what to eat and what not to eat makes things also quite simple.