Yeah, Laziness Does Not Exist is definitely written for a specifically American audience, although the Laziness Lie is not unique to hegemonic [white] American culture - I see it with my British, Australian, and New Zealander colleagues and in Japanese work culture.

I think it's confusing because, in English, we use the word "diet" to mean "what you eat" but also "restricting what you eat" - "diet culture" is about the "restricting what you eat" part. Goals focused on trying new recipes or foods aren't diet culture goals; goals like "limit calorie intake to 𝑥 daily" or "lose 𝑥 pounds" are diet culture.