Syns are there for a reason! SW have developed the plan so that the syns go hand in hand with everything else. The whole plan is carefully balanced, so that you will burn more calories than you take in, so no need to feel guilty! Just think of all the money SW have spent to make sure you can have nice things and not effect your weight loss!
I do agree that its hard to change your mindset, these things are what got us overweight in the first place. But if you look at naturally skinny people or people who dont have to think of their weight, they will eat chocolate, crisps, biscuits. But they will stop at one or two. They have "naughty" things, but its all in moderation, and SW have worked out the moderation for us until we are in a healthier mindset to do it for ourselves!