The Simple Paleo idea is based on the food reward system researched by Stephan Guyenet. I found it in Chris Kresser's High Cholesterol Action Plan and he also talked about it recently in a talk in the SexyBack summit.
The basic idea is to eat bland, plain and simple. To not add fat to the meal, but not to avoid fatty food like avocado, steak, etc. It would mean no butter on veggies, etc. Also, to get salt in the diet, to put it in your water in the morning, not on your food.
The idea is to lower your body fat set point by spontaneously lowering calories even though your body doesn't realize it because you are not hungry, not desiring the palatable foods.
Just curious if anyone has tried this idea out.