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.
I track my fiber and protein. Protein because I'm physically active and trying to build muscle, and good god I have to eat a lot of it. I would not eat enough without tracking.
Fiber because I had ass issues recently, and found out the hard way how important fiber is. Yeah I know, I'm a dumbass, but I'm doing better now.
High fiber/high protein diet is a great way to help with weight loss too.