Their entire business model boils down to "exploit people's unrealistic expectations of themselves to make money". They obviously feel awkward about it, and they soften the blow a lot, which is to their credit, but at the end of the day this is where their money comes from.
But it's definitely not for everyone! If your reaction to Beeminder is "I would not do anything differently and just waste money" then you are probably right and should not use Beeminder. We've been around for about a decade which we think is evidence that there are people for whom it does work.
For anyone in the category you describe (tried Beeminder, found their expectations of themself to be unrealistic, quit Beeminder) we definitely want to talk to you.
Also calibrating self-expectations is one of things many users tell us is worth paying for.
Their entire business model boils down to "exploit people's unrealistic expectations of themselves to make money". They obviously feel awkward about it, and they soften the blow a lot, which is to their credit, but at the end of the day this is where their money comes from.