This is the problem. That concept is completely foreign to a lot of people (me included). The combination of my body's needs and the way I was raised lead me to view each meal as an opportunity to be enjoyed, never a chore.
Something I observed in the weightlifting community: there are people who need to worry about dieting (cutting) and people who worry about eating enough (bulking). Serious weightlifters go through cycles of both but most people struggle more with one side or another.
Bulking isn't a struggle for me -- I can clear 5,000 kcal/day without a sweat. I've trained myself to eat pretty healthy but I'd always prefer steak and eggs for breakfast. On the other hand, a friend of mine complains about all the pizza he has to eat to meet his targets. Soylent makes a lot of sense for him (quick calories) but I'll never understand that feeling of "ugh, I need to eat, guess I'll have a Soylent".