This episode delves into the cultural and commercial rise of protein consumption in the U.S., tracing its evolution from a bodybuilding staple to a key component of modern wellness culture. Influencers like Andrew Huberman and Peter Attia have amplified interest in high-protein diets, especially during the pandemic. The discussion also highlights The David bar, a new high-protein snack created by former RX Bar founders, which has seen early success due to its unique formulation and aggressive market strategy. The episode explores the broader implications of this trend, including the nutritional trade-offs of ultra-processed protein products and the fervor surrounding modern diet fads.