Eating is social, enjoyable, an adventure.
There is nothing I tell myself I can't eat, in moderation and with some planning... or by making a healthy version.
The two things I have to overcome are:
1. Being too LAZY to make the healthy/delicious foods
2. Wasting my calories on things I don't really like that much just because they're there (like candy or cookies at work)
Ultimately my goal is not to put anything in my mouth that is not either nutritious, OR so delicious that it's worth the fact that it isn't nutritious