Marketing & the obsession of a healthy lifestyle promoted by influencers.
If you want to build muscles you need proteins. => You need proteins to build muscle.
But also if you want to lose weight, you have to reduce carbs and eat more proteins. => Your body needs more energy to break down the proteines and convert it to energy than for carbs and fats=> You feel full longer & "burn" more calories when digesting.
Unfortunately, people don't realize that fibers are more op than proteins. And just eating proteins how some influencers are promoting is kinda BS for your longterm digestive system. => TLDR eat beans over just meat. Also, look forward to the high fiber fad that is about to be started.

Swiss here yes, he is super famous here. This year, he had a show that was sold out quite quickly, so he got a second show that sold out as well. I remeber my sis being obssessed with his song Angels back in the early 2000s...