As well as big farma selling protein. I feel all this is the modern equivalent of the food pyramid from the 80s... Which was largely designed by grain producers. I straight up mistrust American science given its links to capitalism. Yes we need some protein but not the massive amount we're being told to consume. Plus it's the worst macronutrient for the environment and ethical consumption.

Yeah, I can understand that. I'm not in that space, so I wasn't aware. A similar craze happened for removing gluten from one's diet about 10-15 years ago, and after the hype died down a lot of the new options it spawned stuck around, which was great for people with celiac disease. Hopefully there will be a similar silver lining once this hype passes.