I dunno, North American culture does seem to be fear-based - I'm sure there's a savvy marketing exec out there who can make up an ad campaign to scare the shit out of the normal masses.
I like the idea of changing the name to metabolic syndrome though - I mean, I realize it's just a name change but you shed a lot of negative connotations when you no longer have to use the word 'obese' and focuses less on the 'you're fat!' concept and more just 'you're unhealthy!' which I think is a step in the right direction - it's more encompassing, ya know?
As for forcing it on people - well, GG's right (and Canadians also have this going on in the digital media world right now) part of having the freedoms we have is to allow just about everything to occur. A sweeping generalization but you get the idea - where is the line? I'd love for my government to be able to help people when they can't help themselves but where does it end, and who ends up exempt?
But I guess it's good to see that the world in general isn't just sitting back and sliding into obesity - while it may not be the best approach at least someone took the time to think of how to REALLY help. Who knows, it'll probably be effective. Efforts like this (in my opinion) shouldn't be looked at with incredulity but with an analytical mind to determine what strategies and promotion was the most effective in helping people to lose weight. In essence, I (of course) want to turn this into a social science experiment.