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Yeah, he's saying something like the fitness industry is selling the idea that you can self-actualize, etc., if you're able to look at your own health & fitness as a rational project that can be furthered via the products of the fitness industry.
And that the evidence doesn't support these kinds of diets work (which is an empirical claim), but also that these kinds of projects tend to encourage neo-liberalism by centering the focus on individual achievement, excellence, etc., which inevitably adds a moral dimension.
None of which is postmodern - or obviously stupid. The language is stupid, but the idea has merit, and is worthy of consideration, even if it turns out to be wrong.
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