I think the food noise thing is a real issue that people who don't have it don't understand. I have been thin my whole life and generally don't think about food very much outside of being hungry, eating, and moving on with my day. I don't really crave unhealthy foods. However, there was one period of my life, when I was living abroad in Chile, when I craved food all the time. Whereas before, if I was at a party and there were appetizers on the table, I wouldn't really think about them and would only eat them if I was hungry, during this period, it was as if all I could think about were the appetizers the entire time I was talking. It was so bizarre.
For some people, food is an addictive substance, and they have to battle it every day. There's no "going sober" from food the way you can control cravings for alcohol or other drugs over time with abstinence.
So, I think that if these medications control the cravings and food noise for people, that's revolutionary. For those of you who don't experience the food noise, be grateful. It's not all about discipline--brain chemistry plays a huge role, as the success of these medications clearly demonstrates.