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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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Magenta · F
Just like many things, it became a fad and many jumped on the bandwagon.

It's documented that too much protein taxes the kidneys, heart and more.
Magenta · F
It's sort of like the water bottle carrying and thinking we need an excessive amount of water, fad.
MethDozer · M
@Magenta It's only an issue if you have kidney disease. Otherwise it doesn't harm the kidneys. The only other issue is if you're not taking in enough fats with the protien.