The average sugar consumption of an American has been steadily rising; the average American consumes 20 teaspoons of added sugar EVERY DAY and 120 pounds of sugar a year, approximately 25% of total calories consumed.
Going Paleo means changing your food and eliminating processed foods as well as other food categories primarily grains, legumes, and dairy from your diet - which to a person eating the typical American diet can seem pretty extreme. I didn't change my diet overnight to Paleo, and actually started with a No Sugar challenge. I'm urging you to try a No Sugar challenge on your own and by excluding sugar from your diet I'm not just talking about sugar that you add into things like coffee and rice crispy cereal or switching from Coke to Diet Coke, I'm talking about cutting out ALL added sugar that isn't found naturally in food. So don't worry about the sugar that occurs naturally in the apple that you're eating, as long as you're eating the whole apple or the lactose content of the glass of whole milk you just drank - the sugars in those foods are not the sugars that I'm worried about you over consuming since its hard to eat 15 apples in one sitting or to drink an entire gallon of whole milk in a day (Warnek excluded).