Sounds like gymrat gentrification of staples, like how cheap / mass produced dairy (by) products are now "fortified" with proteine (and in Dutch they make sure to use the fancy sounding "protein" instead of the colloquial "eiwit") and given black-and-white branding in their own section, sold for 2x the price. And the sellers are laughing all the way to the bank.

Even if you're serious about sports / weighlifting etc, you don't actually need the specialised protein foods and shakes. Just have an extra bowl of yoghurt or low-fat cottage cheese and you've got a big chunk of extra protein in your diet already without spending extra or messing with calorie intake.

The problem is that people look at e.g. oats or anything branded for "their" group and go all-in on it.