I had a similar reaction. Although I can't help but notice that even in something like this it included the now obligatory combative culture war framing with "we are ending the war on protein".
Pretty sure nobody reputable has ever said “eat less protein”
You see it across all kinds of industries. Presumably each individual is just engaged in the solitary imaginary thought war. Surely they're not soldiers on multiple fronts. Superheroes?
It's an idiocracy bit, the continual flanderization of the USA. It reminds me of carlin's act about how everything we do has to be contextualized into war: we can't just solve homelessness, we have to declare WAR on homelessness (https://www.youtube.com/watch?v=lncLOEqc9Rw).