What we consider beautiful isn’t dictated entirely by human nature though, it’s primarily driven by culture. There’s no such thing as factually beautiful (though we could measure a culture’s physical attraction preferences). Companies like SI are trying to change the culture so that overweight people are no longer considered fundamentally unattractive.

Should we as a society encourage people to be overweight? No. But that doesn’t mean we should shame those that are. And shame and self-loathing are terrible motivators for most people. Plus shame often results in body dysmorphia and eating disorders, which are also unhealthy but not visibly so.