a huge amount of weight loss in a short amount of time is mostly water weight. but it sounds good in a commercial or magazine ad not to mention that fact.
IMO, too many ppl are concerned with "weight" loss when it really should be about "fat" loss. losing too much weight too quickly can result in a loss of lean muscle mass which isnt good. muscle burns calories. so too many ppl lose water weight and lean bodyweight which really throws their metabolisms out of whack.
slow and steady. i spent the last 6 months of last year going from just over 22% bodyfat to just under 16%. sure i wanted it to go faster but i lost more fat over just bodyweight.