If I want a burger... I have a burger! BUT: only if I'm truly hungry, and only if I really want it. It only tastes good if I'm really hungry and I really want it. Otherwise it just tastes bland.
Not worth it to go round the "I could have a burger-substitute" merry go round, eat 3 other things, and then end up eating the damn burger anyway.
Oh yeah, and I only have one. After that the craving's gone. Wish I'd realised that 10 years ago, I might not be in this mess