What keeps you hooked?
People believe that they get some sort of genuine pleasure or benefit from eating sugar. They fear that even if they do succeed in quitting they will be miserable and feel deprived for the rest of their lives and so struggle to control it.
In addition to that fear, they also fear the downsides of sugar addiction; the health worries, the stigma, the cost, the slavery. Although they work hard not to think about them, they remain like a huge dark cloud at the back of their mind.
These are the fears that keep them hooked on sugar.
The method removes your need and desire to eat sugar thereby removing the fears that keep you hooked.