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.
You might be interested in my reply above then. Essentially, thats part of why the obsession exists. I'm finding it hard to state it in a none conspiracy theorist way, but it's largely right wing anti science grifters winning an argument against health.