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?
There are probably more, but this is the first thing I found
There isn’t really any evidence for gluten sensitivity. You’re likely reacting to something else, and it’s getting blamed on gluten. Celiac of course is a real thing. But there haven’t been any studies finding gluten sensitivity to have any tangible evidence. But, as always, do what makes feel better.