I love the psychology aspect of Noom. I've done Weight Watchers and always gained it back due to poor eating habits. I feel like I am learning habits that help me not crave unhealthy foods. I haven't seen the scale move as quickly, but my tastes seem to be changing and I am eating less processed food (and enjoying it). I'm also learning the why behind my bad habits, which helps overcome them.
Bottom Line: Yes, I would recommend this to a friend