I think it's the usual problem, but moved into the digital age.

The promise of a weight loss app: Use the app and lose weight.

But using an app has zero impact on losing weight.

The only way to lose weight is by changing a customer's entire lifestyle.

But this is not the marketing promise.

If the promise were that losing weight is super complicated, involving months of hard work, remodeling the entire lifestyle, sleep, exercise, nutrition, different circle of friends, different job, and possibly even divorce, and that the app can only serve as a guide, nobody would buy into that.

The gap between the promise and the solution (just use the app and everything is easy cheesy piecy) becomes more apparent every day.

A business model setup for frustration.