As you note, protein deficiency isn’t even really a thing. The body gets what it needs from pretty much any diet. The biggest, strongest land animals all eat diets that are very low in protein (elephants, gorillas, giraffes, hippos, rhinos etc). And what of the long-term harm that excess protein (and, the inevitable animal fats that come alongside it) are doing to the human body? I’m not saying some animal products aren’t okay on an occasional basis, but a predominately plant-based diet is definitely the way forward.

The current protein craze is entirely fuelled by bad science and marketing. And I think, 5-10 years from now, will totally swing back the other way.