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?
Maybe you missed the pendulum swung back hard after the body positivity fad of “healthy at any size” and people yelling about how calories are a lie. this all went down about 3 yrs ago.
Then after the resulting mass of influencer death from health failures in as young as mid twenties to early thirties we are swung back on the fitness side of things again with a new ferocity involving protien and glp1 now.
Considering everyone is in their own echo chamber, I’d say it’s pretty easy to miss things.
Around the same time GLP-1s entered the scene. Could be a coincidence, but it seems to me that people in general (including people who are themselves obese) are less accepting of bodies now that GLP-1s are available.