A man named Mullaney, living in Scottsdale, Arizona, made a charming video about SLD as part of a vlog.
He has lost seven pounds since mid-July. He is a semi-serious poker player who recently moved to Arizona from New York City, apparently to take care of his father. I deduce that he learned about SLD from Freakonomics.
In a generous act of reciprocity (to me) his face fills the screen in his vlog introduction.
Addendum: My deduction that he learned about SLD from Freakonomics was correct.