AFAIK the preponderance of the evidence is that most "gluten sensitivity" is actually just a FODMAP sensitivity, which also interacts with the gut biome.
People who are suffering from pain and bloating with no obvious cause may be advised to go on a low-FODMAP diet for a few weeks to see if their symptoms go away.
You hear a lot about it because a large subset of people have discovered that a low-FODMAP diet relieves their torment of intestinal distress.