I just read "Little Earthquakes" by Weiner. Haven't read her others, but I did like this one. One of the main characters was plus-size and she wasn't the typical "fat girl" in the story--you know - the great best friend who can't get a guy, or the one who loses weight to get the guy, etc.
While I agree with you about the label, I think it's maybe one of the messages she promotes, and since the media always want a "hook", this one gets more attention.
But, imagine though if we all had that--I'd be a "plus-sized marketing coach". Hey--that's kinda cute--super-size your marketing! LOL -- "plus-sized President", "plus-sized file clerk" "plus-sized engineer" -- kind of stupid, huh?