You're starting to see glimpses of this in the south. Granted, it's not to the degree as the places you are describing but elements of it does exist in the south. We have a couple who we invite over from time to time whose husband works in an industry that "being fit" and having a certain "look" is an unofficial requirement for his job. He's told me before he has to "play a role". He stays in great shape, and like you said, not for the health aspects of it. But for the social pressures within his line of work. Everyone is lean, trendy, organic, granola flying out the windows of their cars etc. You know the type I'm sure. When they come over he gets to let his guard down and actually be himself. I usually cook steak, or hot dogs and hamburgers, "twice baked" potatoes, chips and dips and lord forbid a soft drink or two etc. He enjoys it because he gets to eat without feeling like he's being judged because it isn't necessarily "health conscious". His wife on the other hand is so influenced by the social pressure that as she's eating she's on and off apologizing for eating it. "I feel awful for eating this. But it's so good." It's nuts.