The issue is simply that, because of the unregulated nature of it, caffeine is working its way into tons of things one might not think to find it. From fruity drinks to candy bars to simple snacks. They're doing this because, as a stimulant, you feel 'good' from consuming it, and it has addictive properties.
But coming from so many sources, many of whom are putting dangerous levels of caffeine in their products (such as Panera Bread with their ~400mg of caffeine in a single large lemonade!! for comparison, a cup of coffee has only ~90mg) with little to no warning or labeling, is literally going to kill people from heart arrhythmia if they have undiagnosed issues or aren't given proper warning.