`White hat bias' (WHB) (bias leading to distortion of information in the service of what may be perceived to be righteous ends) is documented via quantitative data and anecdotal evidence from the research record regarding the postulated predisposing and protective effects respectively of nutritively-sweetened beverages and breastfeeding on obesity. Evidence of an apparent WHB is found in a degree sufficient to mislead readers. WHB bias may be conjectured to be fuelled by feelings of righteous zeal, indignation toward certain aspects of industry, or other factors. Readers should beware of WHB and our field should seek methods to minimize it.