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Where did this obsession with protein come from?

Have I been under a rock? Suddenly it is protein this and protein that and protein in everything. I don't understand where this new obsession came from.
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TheRealBarbossa · 36-40, T
Protein is important to maintain or gain muscles. It's always been important.
deepblacknothingness · 61-69, M
@TheRealBarbossa That's true but it just seems to be the trend to put protein in everything nowadays from popcorn to pancakes to milk for lattes.
TheRealBarbossa · 36-40, T
@deepblacknothingness yeah, I don't get the protein powder. Plenty of other ways to get protein, even for vegans