Hi db1982! I just finished phase 1 and realized (slowly) that part of having a "healthy lifestyle" is being kind to myself and treating myself to nutritious food...and a major part of "success" for me can't come from the immediate change in the numbers on the scale, but how I feel about myself...and I've been feeling more positive since I've gotten my food a bit more under control. I hope this doesn't sound preachy, it's just been a major revelation and I'm excited about it.
In terms of the cost of eating healthier foods...I just remind myself that, in the long run, being in better health and not having to buy a wardrobe for every new size I hit (I seriously have clothes for ten different people in my closet at this point!) will be cheaper than all of the alarmingly high receipts from Whole Foods!
Good luck with phase one!!!