It's a gimmick. Not to refute science, but published peer reviewed studies aren't the be all end all. There are tons of flaws in millions of fucked up studies. Look at all the fat douchers on YouTube communities doing the "HCG diet" too HAHAHHAHAHAHA!!!!!!!!! Bunch of retarded fat asses who tried nothing and ran out of ideas.
Just eat sensibly and get in a bit of exercise each day. People often think that the most eccentric, outlandish ideas are the only ones that work. People are too quick to deviate from the simple route... it's all about consistency. You can eat take out every day, fuck counting calories and eye ball the food you eat and lose an appreciable amount of fat with little to no effort.
I do eat clean but when I'm lazy, I'll eat McDicks, junk food, skip cardio, etc and I stay at a reasonable level of bodyfat. I am well conditioned but at the same time, if I slack off it's not the end of the world because I'm otherwise consistent. When I see people who do NO aerobic or anaerobic activity, follow NO dietary structure and have out NO effort into losing fat it makes me roll my eyes in disgust. I'm not elitist or anything, I'm not a brainiac, but it doesn't take genius to know that a bit of hard work and consistency are the key to changing your disgustingly fat, slothful composition to something that isn't vomit inducing.