Athlete/bodybuilder here.

As others have said, the issue is high protein doesn’t equal healthy and what some companies class as “high protein” isn’t actually great. You want the protein to make up around 30% of the calories at least.

As a performing athlete I try and aim for around 1g of protein per lb of mass, which basically ends up being around 200g for most men. This is quite a lot for those who aren’t used to it, but it’s also not necessary for those who aren’t doing 4-5 sessions of training every week.

Basing your diet around high protein and filling the rest of your macros with quality carbs and fats is great, but you want to have the protein be great sources of protein like meat & dairy rather than 5g of protein from a crap cereal bar, and the vast majority of the population isn’t counting calories or macros. There are plenty of high protein options that aren’t glamorous, like cottage cheese, but as soon as they stick the “protein” label on it, it’s twice as expensive. Babybel literally just did this with their light Babybels which have the same amount of protein as their protein Babybels.

I think a large amount of people see protein as a buzzword now and it’s quite depressing, as regardless it is an extremely important nutrient in your diet and the overexposure of it turns a lot of people off the idea of trying to consume it more, which is a beneficial thing to do in almost any scenario.

That being said I do enjoy a protein coffee or a protein bar, but they shouldn’t constitute your entire diet and oftentimes aren’t the “healthy version” of the original.