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.
Fiber however is something most Americans actually don't get enough of. Like, to the tune of 95% of Americans don't get enough. We eat way too much meat and ultra processed low fiber foods, and not nearly enough leafy greens, legumes, or fresh fruit (not juice)