I think this is of the most cruelly deceptive phrases in modern advertising. Firstly, no one wants to change their diet. Secondly, exercise takes time and effort and, at least at first, is quite unpleasant. Taking a pill is ridiculously easy to do. So essentially this advertising phrase applies to everyone with high blood pressure, high cholesterol, metabolic syndrome, adult-onset diabetes or other "lifestyle-related" diseases for which there are profitable pharmaceuticals (or "alternative" treatments, for that matter). It should really be "when diet and exercise don't seem appealing...".