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?
Its not because of obsession, it’s because it’s literally the starting point for nutrition knowledge, and it’s the most obvious thing that would be lacking in a vegan diet. When people think substantial protein they think meat first and dairy and eggs second.