What is the "jogging" of today? Gluten free diets? I could see it become mainstream once science has studied it more extensively, but today if you don't have coeliac disease and decide to go gluten-free, you're labeled as nuts right away.
It's a double-edged sword. Yes, lots of grocers and chefs now provide gluten-free substitutes. And some of those options are quite good. But, with the wide-spread fad, I have to very careful when ordering that the wait staff knows I have an actual allergy and not just a preference.
But people get really upset about the oddest stuff that have no impact on them (e.g. others playing the lottery, vegetarians, how others dress, their games console of choice, their phone maker, etc). None of it matters, people could do well by just minding their own business more.
As to Gluten, I myself won't be doing a Gluten free diet, but people who wish to more power to you and as a positive spin it might make foods more accessible for people with coeliac.
However, with dietary trends there's a second and possibly more powerful factor, which is that those not following the trend feel as if they're being implicitly judged by those who are. This feeling is often completely incorrect, but it's there nonetheless for many people. Ironically, the feeling itself is irrational, yet it feeds into one's own distaste for another person's (perceived) irrationality.
Much of the current GF stuff is not that good, whether you're looking at environment, cost, culinary quality, or health benefits. Why eat a bar of tapioca starch? It tastes terrible. And my delicious almond-flour brownies are destroying the aquifers of California even though they give me a delightful 300+ calories per serving. On the other hand, the proliferation of GF goods allows people with real problems to sit down with family and friend and eat crappy sandwiches together without anyone feeling judged by the presence of a lettuce wrap, and that has its own benefits. Irrational, or not? Yes.
You get the same reaction from any kind of health based diet. It makes people feel judged, like they don't eat healthy. It's also a diversion from the normal, which allows an "us vs them" line to be drawn. People are still, at their heart, tribal. It's instinct to draw those lines because, in theory, at one point in time those instincts kept their ancestors alive.
tl;dr: it's human nature to hate the unusual.
As for gluten-free specifically, I was gluten free for years. Eating it would provoke a systemic inflammatory reaction, yet I don't test positive for any wheat allergy, gluten intolerance or celiac.
After many years of feeling pain when I eat my favorite food (pizza), I tripped on some research that suggested it may not be the gluten that was causing the problem. The research suggested that the supplementation of iron may be causing issues with some people. I also stumbled on anecdotal reports of gluten intolerant americans traveling overseas and being able to eat french pastries and italian pasta without issue. Armed with those two facts, I decided to do an n=1 experiment.
I bought some italian flour and used it to make bread and pizza. My allergic-like inflammation symptoms went away and I lost 10 lbs in a week. When I ran out, I went back to store bought bread. My inflammation symptoms came back immediately.
Just food for thought.
That isn't to say different varieties of wheat or flour might cause different reactions in people. But that isn't the gluten; it's something else.
The same argument can be applied to crystals, or fortune tellers, or homeopathy, or any number of other examples of more or less harmless pseudoscience adopted by the public as a result of a poor understanding of science and a weakness regarding the latest fads.
I view the gluten-free fad as just another instance of mindless herding. "A friend of mine told me their aunt's cousin's friend went gluten free and it cured their diabetes and their lazy eye!" It's simply further evidence that people, in general, aren't equipped with the harsh skepticism required to operate in a world where the internet makes it so easy for this kind of BS to spread like wildfire. Fighting these fads is a (largely futile) attempt to try and educate folks, to make them possibly a little more resilient to being duped in the future.
Of course, it rarely works out that way, which is why you're better off expending your energy in more productive pursuits.
Why? Because people following a gluten-free diet by choice are inconsistent. They'll make a big deal of asking for gluten-free pasta, then order a fruit tart for dessert. Or they'll order a hamburger without the bun, and a beer.
It trains wait staff that gluten-free is not a big deal to get exactly right, when in fact a person with celiac does need to get it exactly right.
My wife brought home some Glutino brand crackers. They are delicious. (Neither of us care about "gluten free").
If you want to really sock it to the gluten-free movement, you can buy fried gluten in a can. This is an import item you can find it in Chinese grocery stores.
See here:
https://en.wikipedia.org/wiki/Wheat_gluten_%28food%29
Scroll down a bit.
I've known about and eaten this stuff long before the silly gluten-free fad; not a knee-jerk reaction or anything!
I've also known about people with gluten issues long before the fad. I remember a co-worker telling me about her sensitivity to wheat circa 1991 and that it was the gluten. She was not self-diagnosed either. There was no reason not to take her seriously; though I hadn't heard of it before, it was entirely plausible to have an allergy to a protein in wheat. Today, most of the people who think they have a gluten problem are making it up, and that's what supports "gluten free". However, it's probably helpful to those people who do have the allergy --- assuming the foods are even for real. Half of them probably have gluten! Is this "gluten-free" designation even regulated and enforced?
Citation please? I've yet to meet anyone who was making it up. Most people just don't want to talk to a stranger about their poop.
^ And you're not a cute Japanese girl in a lolita costume, also wearing an eye patch and some bandages. In that case, crutches "work" for you.