From the early understanding of the keto research and literature, it looks like we're just scratching the surface understanding some of the potential therapeutic roles of the keto diet. While it's unclear if it's any better or worse than any other diet for weight loss, the reality is that there is no one-size-fits-all model for diets. This doesn't even consider that weight-loss diets, in general, don't really work. While researchers can't agree on a specific statistic, it's commonly accepted that the vast majority of dieters will regain the weight lost (and often pack on extra pounds, as well). The long-term outcome of the keto diet is likely to be no different, especially given how challenging and restrictive it is to maintain.
So people saying that – despite the lack of scientific support – likely have a financial reason to say it. Some of these products are sold under something like a multi-level marketing arrangement, so sales people are entirely paid based on commission. For example, the company Prüvit sells drinkable ketones, called KETO//OS with a multi-level marketing structure.
Anecdotally speaking, people do lose weight on the keto diet. Heather Wharton, a 35-year-old business relationship manager from Tampa, Florida, lost 140 pounds since starting the keto diet in January 2016: “I plan on being on the keto diet for the rest of my life,” says Wharton. “My husband and I consider ourselves to be food addicts, and the keto diet is what we use as a form of abstinence from trigger foods that have sugar and other carbohydrates." A typical day of eating for Wharton includes coffee with a protein supplement, a cup of unsweetened cashew milk, cauliflower rice with ground turkey and liquid aminos (a carb-free substitute for soy sauce), spinach, six slices of turkey bacon, six eggs, and a little salsa.
This means that if you have risk factors for heart disease — such as elevated cholesterol levels, high blood pressure (hypertension), or a strong family history of the disease — you should use caution when following this diet. The diet's heavy reliance on fat, especially saturated fat, can elevate cholesterol levels, further increasing your chances of developing heart disease in the future. (7)
That said, I think the biggest changes are the result of me dropping the sugars and breads. Tracking my eating and being more conscious about my foods has made a difference. I definitely plan to keep on this track for a while and slowly work towards a fuller keto-adapted diet/body. I’m not going with the “all-in” that some recommend, cutting out all artificial sweeteners and such, though I have limited them. I’m not really tempted to indulge in the sweets that have been tempting in the past.
Also make sure that you know what foods have mostly carbs, fat, and protein, so you can make the right choices. For instance, it’s not just bread, pasta, chips, cookies, candy, and ice cream that contain carbs. Beans may contain protein, but they’re also very high in carbohydrates. Fruit and veggies also mostly contain carbs. The only foods that don’t contain carbs are meat (protein) and pure fats, like butter and oils (including olive oil and coconut oil).

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