For me it's kind of a matter of how much I want to lose weight. Willpower is incredibly important when you're changing your lifestyle and sometimes it gets difficult.
Counting calories might not work for everyone but it has greatly helped me keep everything in perspective. I see how many calories some chocolate has and I came to the stunning realization I get more bang for my calories by eating berries. They're less calorie dense, have more nutritional value, and I find they don't make me crave more sugar.
That's not to say I never eat baked goods, because I do. I just don't buy as many of them like I used to, and I don't eat a whole scone in one sitting.