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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CrazyMusicLover · 31-35

Gym bros.

deepblacknothingness · 61-69, M

@CrazyMusicLover With their wife beater shirts and gallon jugs of water.

CrazyMusicLover · 31-35

@deepblacknothingness That's them! 😆

Elessar · 31-35, M

@CrazyMusicLover The feeling of defeat when after years making fun of those, one of your friend starts going to the gym and then becomes one 😑

CrazyMusicLover · 31-35

@Elessar Does he carry around those big 5 kg protein buckets already?