The health conscious and trendy public are a bit obsessed with the food they consume. This can be a good thing, to the extent that it results in a more healthful diet, but unfortunately those interested in improving their diet must wade through a great deal of misinformation before getting to accurate and helpful information.
For example, I recently gave a lecture (ironically on health information) at Google (you can view the entire talk here). Google is a progressive company that tries to help their employees stay healthy. They provide many snack stations and helpfully divide snacks into red, yellow, and green shelves. Employees can freely choose whatever snacks they want, but they are gently encouraged to choose from the more healthful green shelf and avoid the unhealthy red shelf. I noticed that beverages sweetened with sugar cane were placed on the green shelf, while those sweetened with artificial sweeteners like aspartame or Splenda were slumming on the red shelf. It was ironic to see such a high-tech company falling for the naturalistic fallacy.
Sugar cane sweetened sodas are becoming fashionable, mainly to avoid high fructose corn syrup (HFCS), which many claim is associated with obesity and increased cardiovascular risk. Jim Laidler did an excellent job reviewing this controversy two years ago on SBM. To me this represents a general tendency to try to understand a complex question by oversimplifying, specifically by avoiding perceived “villains.” It may seem overwhelming to grapple with all the complex information involved in basic dietary health choices, like which beverages are best. Following simple rules, such as avoiding single ingredients that are perceived to be “bad,” therefore has an appeal. I also think this is part of the appeal of the naturalistic fallacy, a simple litmus test to what is good vs bad.