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On top of that, juice cleanses are marketed ingeniously as quick fixes designed to erase the damage from weekend-long calorie benders. "Don't ever stress about those little bacon cheeseburger attacks," reads the website of Nékter Juice Bar, a California company that ships nationally. Nékter doesn't deliver on weekends, instructing clients via its website to spend the time "eating comforting foods with friends and family before you begin your fresh start." Companies have a vested interest in clients losing control occasionally. "We have customers who 'retox' and detox and that's their lifestyle: full tilt in one direction, then full tilt in the other," says Matt Shook, co-owner of JuiceLand in Texas. Ka-ching.
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