Sometimes you want saturated fat and refined sugar, but if you get enough good fat and natural sugar from fruits, you have NO PHYSIOLOGICAL NEED for such things.
Foods that contain high amounts of refined sugar and saturated fat are considered cheat food or junk food. Junk food contains predominantly refined sugar and saturated fat (doughnuts, ice cream, cake, etc.) and has very little nutritive value.
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Did You Know?
That 1 M&M? cookie at Subway has 210 calories, 30 grams of carbs, 17 grams of sugar, 90 calories from fat, 10 grams of total fat, 3.4 grams of saturated fat, 2.5 grams of trans fat, 15mg of cholestoral, 105mg of sodium and a whopping 2 grams of protein! Read Subways nutrition facts here (25.5 KB).
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Cheat meals have some nutritive value, and while such food can serve a physiological need, refeed meals will provide all the physiological benefits of cheat meals while maximizing fat loss.

Why Diet?

My Diet Recommendatoins
There are many ways to diet, but I believe a diet consisting of 20-30% protein, 40-60% carbs, and 15%-30% fat is best for general healthy eating.
Non-processed, non-hormonally enhanced meat, poultry, fish, dairy, and soy are healthy protein sources.
Some may decide to avoid some of these foods because their body does not respond well to them, and because let's face it, it is often difficult and expensive to find non-processed, non-hormonally enhanced foods.
For vegetarians, soy is a great protein source, but I don't think men should get the vast majority of their protein from soy. Whole grains, fruits, and vegetables are healthy carbs. Flax, olive oil, nuts, and fish are healthy fats.

How To Lower Your Body Fat
If you are following a healthier diet, you are not going to lose fat at an accelerated pace unless you lower your calories below maintenance, and as your body adjusts to the lowered caloric intake, your fat loss will plateau.
Therefore many will follow a different diet when they want to lower their body fat.