As many things, this is now a double-edge sword. As gluten-free is getting mixed signals as a fad diet and as a serious medical condition. For celiac's it's in their interest that it be viewed as a serious condition, that could be life threatening.

I've come across accounts of celiacs who are concerned that the rise of gluten-free options while expanding their menu options, has also raised their level of anxiety. Because some places might just be trying to adapt to a fad diet, but aren't taking enough precautions to avoid food cross-contamination, such as re-utilizing utensils to cook "gluten free" foods.

I think part of the concern is that "gluten intolerance" as a serious medical condition is getting overshadowed by the flaky diet mumbo jumbo.