In the example of a fitness coach, if CICO is working for them, then they're probably not bothered whether CICO is or isn't based on fundamentally flawed assumption. I think at the end of the day, people want to find a way to live at a weight they are happy with. It's totally right to question CICO, and Keto, because they will be helpful, or unhelpful to different people depending on their situation. If an overweight person uses Keto to achieve a healthy weight, great. If a fitness person uses CICO to maintain their healthy weight, also great.