When we restrict something we only give it more power; we make it a shinny object that we want even more! When we make it about "will power" we make it something that we can fail at and use to beat ourselves up. When really what we are doing is simply human nature; you restrict something you create an increased drive / need for it. We make it worse for ourselves. Sugar is needed though; our brain uses sugar for energy it is not all bad or all good. Sugar by itself does not cause heart disease, diabetes, weight gain or anything else - its the combination of sugar with other unhealthy patterns.