It’s mostly a trendy imaginary disease for women.
Yes the trendy Hollywood-ness of it all bugs me too. Group-think in any form bothers me...like when it comes to vaccines. I am somewhere in the middle. (I think they are good to a point, but we give too many, and to children far too young.)
And with gluten, it annoys me that people think there is something fundamentally wrong with God-given wheat...or meat or milk. It’s not the grains and foods themselves but what is added to them or how they are processed in this country. Merely villainizing cows and bread prevents the discussion we need to have about improving the US food supply as a whole.