Every food commercial, advertisement, and packaging in the US is currently protein obsessed. I just bought 3 burritos, and the most noticeable thing on the entire package is its protein content. TV commercials about waffles are advertising that they have X amount of protein per serving. The products in my jobsite’s vending machine have protein all over every package.
Did America have a protein thing recently?
It’s not entirely pseudoscience. I imagine a lot of people don’t normally get the recommended 1.2g per kg per day https://examine.com/guides/protein-intake/