Yes, a lot of gluten free is just hype. But I have friends that may die if they get gluten. Celiac is not a joke and can kill.
But the idea that one should give up purchasing stuff from super market altogether just because there are companies out there who don't really care about stating the truth about their product is ludicrous. Same goes with takeout. If you advertise your pizza to be "gluten-free" like Dominos used to do with a specific pizza in Australia, I expect to at least find some small letters at the bottom saying something similar to "not really gluten free".