I think its akin to the WW Core program (which I'm on). Lean meats, whole grains, FF/LF dairy, healthy oils, etc.
Little highly processed food.
I like food too, and I still like the food I eat!
At least that's how I've heard it described. I have no idea if there are "rules" attached to it as there are on Core.
There's a Clean Eating Magazine and cookbook out. Seems to be just plain healthy eating.