For years we've seen advertising from the milk and dairy industry to increase our dairy consumption to help us lose weight. The problem I see is that most of the articles and studies in support of this claim recommend low-fat or even fat-free milk.
Across the board, people claim that skim milk is the best option because it's significantly lower in fat and calories than whole, and still offers the same benefits (vitamins, minerals, etc) as whole, without all those pesky, weight-increasing calories. It seems the world has gotten stuck in calorie counting, and has forgotten that our diets, and our bodies, are SO much more complex than that!