Wishes - I understand what you are saying about having too many goals and that may not be for everyone.I find setting smaller goals help me with my weight loss. If I focus too much on the final weight I can get disheartened and feel that I'll never get there. So for now I'll keep plugging away at losing each 5lbs as though that is the only weight I have to lose.
BTW my rewards for achieving targets are things like facials, manicures, massages etc. something that pampers the body and has a slightly indulgent feeling. Definitely not food!!! Thats how I got this big in the first place.... emotional eating! (and far too much)