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 really depends. If you're actively working out, you need more protein than most people eat in a day. It doesn't have to be from meat obviously, but I need to target around 140g and I was no where near that until I changed my diet. There's plenty of science behind protein ratios for active people without dipping into right wing grifters.
The shake is pretty much a necessity for me since I'm also trying to lose weight. If it weren't the shake it'd be chicken or fish but that's a lot of extra cooking.