I often eat a diet frozen entree for lunch, and one of the brands I buy most commonly is Smart Ones, which are affiliated with Weight Watchers. They're reasonably priced when they're on sale, and tend to be tastier and more filling (per calorie) than most brands (excluding the brands like Amy's that are very good but also expensive and less widely available).
But one thing really bothers me about the Smart Ones, and that is their slogan, which is "Taste so good, you want to be good" (TM). This is on all of the boxes, as well as something like, "Another way you can be good today."
I really reject the view that sticking to my eating plan is "being good" and that making different choices is "being bad," though it's hard to avoid using that language sometimes. (My coworker diet mate uses that type of language all the time, and of course I'm not going to pick a fight about it.)
I think when you use that kind of language, it sets up a view where there is like an adult you and a child you. The child you wants to eat all kinds of unhealthy food - it's a bad, naughty, willful child - and the adult you thinks in terms of controlling the child you with rewards, punishments, lectures, shame, etc. It gives you this whole pattern of thinking that involves morals and deserving. ("I was good today, so I deserve X.")
The way I prefer to think is that my choices determine the outcomes I receive directly - there's no moral link or god to punish or reward me. Some choices satisfy my short-term desires but may harm me in the long run, but I'm fully authorized to make those choices. If I look at yesterday's eating and conclude that it wasn't in my best interests, I will try to choose differently next time, but there's no sense that I was bad or naughty.
I could be totally full of shit about this, but my feeling is that this kind of good/bad talk, which is totally pervasive in our culture, actually makes it harder, not easier, for people to choose well. And I'm sorry that Weight Watchers, which usually has their head on correctly about issues relating to dieting, is sponsoring this other view.