If you are seeing a coach, please ask them to explain this whole process to you. If you dont have a coach, please get one. First, Ideal Protein is medically and scientifically developed WEIGHT LOSS protocol. No one is starving and there is a beginning and an end to phase 1-weight loss. Second, each individual is coached according to their needs. Please don't assume your coach doesn't know what they are doing because someone tells you what their coach said. Yes, the protocol should be followed as it is set unless your circumstances require tweaking of protocol. Calories taken in are not the only calories your body is consuming. When you follow the protocol you are in a state of nutritional ketosis-your body is consuming calories from the fat it is burning.