Some people need to go the expensive route before the penny drops for them. For some, the penny never drops! There are always people out there who will always buy the $1000 cure over the $10 one even though the ingredience are the exactly the same. The head game they play is "I'm so unique and special the only way I can get better is with medicine that is rare (read expensive here)".
This is one of my main gripes with expensive "cures" like lap banding. People say they do it as a last resort but I believe that is nonsense. They are people who have often taken a long journey through magic cures (each failing) and have come to believe that the most expensive option must be the best and most magical. Commitment of the wallet is far easier than a commitment to real change. Yes people do succeed in lap banding but not all (I know of one case of three people in an office that did it...only one had success - and I know that lifestyle choice was key in that success). Those who have success are those who commit themselves to personal change. The truth of the matter is they didn't need to go this expensive, painful and dangerous route to lose the weight. The farce of the process is that each patient has to lose a good sum of weight before the operation (to minimalise the dangers!) and critically learn to eat within the confines of the band (basically discipline themselves to portion control). I say if they did those things without the operation they would have the same successful outcome without the cost to the hip pocket and risk to their health (which in many cases is permanantly compromised).
Now: keeping it off for life!