Mostly just a sense of doing right by my health and by the planet. Every week that goes by, I give less of my money to BigFood, and more to local family farms. The foods I eat are clean, and my conscience is clear. If I get all skinny and pretty doing it, cool, but it's not remotely a goal. I felt fine eating crap; I feel better eating non-crap.
"Right is right, even if no one is doing it; wrong is wrong, even if everyone is doing it." - St. Augustine