I think we will get to a point of controlling sugar a lot more closely, taxing it, banning certain types of drinks in certain settings etc. It takes time because of government resistance to being a "nanny state" and pressure from business, but it will happen IMO. Just as happened with smoking. The smoking ban in public places has actually happened for example, despite all the opposition and cries of "nanny state" - and the result? - most people are really happy about it and don't moan about the nanny state at all.
I agree sweeteners aren't very helpful - there needs to be a different message about getting used to less sweetness and being able to listen to your body, and there's a long way to go on that.
Another problem we have at the moment is poor understanding about nutrition so things like lunchbox police in schools, freaking out about a bit of chocolate or string cheese which may be fine in moderation, thinking that everything should be low-fat or sugar free, and not understanding the bigger picture, that we need to reduce sugar overall and change attitudes to food, and that fat is not the enemy (especially for small children). Then schools will happily preside over the endless handing out of vast amounts of sugar in the form of birthday sweets and cake sales.
I think Jamie is going in the right direction, but what he says in a big public way doesn't always translate very clearly and so you get these incorrect messages coming out of it in schools etc.
Plus, I always noticed that while Jamie spouted about healthy lunches in schools and tried to educate the poor, he had many cookbooks out that were absolutely stuffed with high-sugar, high-calorie cakes etc. Like those things are somehow OK for the middle classes who buy his books, but poor people can't be trusted to know how to eat. His focus on poor people is what makes him seem a bit patronising IMO.
(Though I do see that he now has healthy cookbooks out to try to address that)
It should be a message of moderation for everyone, and it has to be reinforced by taxation and legal controls etc. It's really hard for people to eat healthily when there are so many mixed messages and so much sugary food available and being pushed at every opportunity.