It's a thankless process. You fight years of muscle memory that tells you that you should treat yourself. Your brain is telling you about all your cravings and how hungry you are. You could be happy and full right now.
Worse, when you eat, it'll take 30 mins for you to feel full. It's all stacked against you.
Eventually you reach your goal. What now? Can you treat yourself? Loosen up? Chill? The moment you do it's a slippery slope.
It's hard to maintain lost weight because your entire body is a machine that you have trained to want this, and happiness and success looks like learning to let go.
The determination and drive to fix it is very difficult. I can understand how the craving gets appealing with time as things have settled.