Bezzant points out, quite rightly, that sugar as a treat is an age-old concept, of giving ourselves a momentary pleasure.
Most of us of a certain generation will recall that sweets, purchased with your pocket money, were probably a once-a-week thing. You buy sweets or chocolate in the knowledge you are buying sugar, and that's fine.
The thing is, if the sugar you consumed was only based on treats, then we'd all be fine. But if we're into tomato sauce, canned curry mixes, canned soups, children's cereals, fruit juice and, of course, the number one source of sugar in adolescents, soft drinks, we're being infused with far more sugar than any indulgence at a sweet shop. Our consumer goods are poisoning us.
Sugar, Bezzant says, needs to become rare and unusual, which is what is natural for humans.
Nobody should ever be stopped from having their favourite confection. We just don't need it in almost every other packaged product in the supermarket.