1. Sugar and refined carbs are bad - buy
2. Real food is generally healthier than processed food - buy
3. Eat lots of colorful vegetables and fruits - buy
4. Certain types of fats, many of which were previously deemed unhealthy, are actually healthy - buy
5. Generally avoid drinking calories - buy*
6. Keto + intermittent fasting is the best way to lose weight - hold**
7. Dairy (even grass fed) is bad - sell***
8. Whole grains (especially those containing gluten) are bad - sell***
9. A vegan diet is healthier than an omnivore diet - sell
10. A carnivore diet is healthier than an omnivore diet - sell

*Protein shakes are an exception
**I agree that putting yourself in ketosis is a proven way to lose weight and/or reduce body fat percentage but eating less than 50 grams of net carbs per day and/or going for more than about 16 hours without eating is neither enjoyable nor sustainable for me, YMMV
***Unless you have a specific sensitivity, allergy, or intolerance to this