“While the claim is that this is all about health, not weight, the details suggest otherwise,” says David L. Katz, M.D., founder of the True Health Initiative and author of The Truth About Food. “Every ‘success’ story highlighted on the Kurbo site is measured in pounds lost, or BMI reduction. I think WW is wrestling with an existential conflict. They really are, to their very foundations, a weight loss company—everything ever built until now has been about that. They now want to be a wellness company, but that’s a difficult pivot when success to date has always been measured in pounds lost.”