I'm counting and it's really helping me stay on track as far as both the number of calories and the types of food. As in, "Did I really eat as many vegies as I planned on today?" I tend to forget what I ate, sometimes within an hour or so, so tracking helps me remember those 8 almonds or whatever I had earlier.
It's also helping me with days where I undereat because I'm really busy. NOT good for me, because I feel lousy the next day and then overeat.