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.
It goes back and forth. Fiber was also big in the 1990s, and protein big maybe like 2004-2016 because of the Atkins diet trend that ended when it turns out that's not a great thing to do long term, and doesn't prevent you blocking your arteries with cholesterol.