Sponsored science: opinions on calorie labeling

Today’s New York Times has a juicy article in the business section about the differing opinions of obesity experts about New York City’s proposal to require certain restaurants to post calorie information on menu boards. The head of one obesity society, who is a frequent consultant to the food and restaurant industry, apparently thinks calorie labeling will backfire by “inadvertently encouraging patrons to consume lower-calorie foods that subsequently lead to greater total caloric intake because of poor satiating efficiency of the smaller calorie loads.” Coincidence?