Not necessarily. They are trying to be "health conscience". Sugar-free diet! Fat-free diet! Both arguably good, healthier diets to have. Then you get people wh

Not necessarily. They are trying to be "health conscience". Sugar-free diet! Fat-free diet! Both arguably good, healthier diets to have. Then you get people who reason themselves into "Gluten-free!" must be a good thing! I blame the "____-free" moniker often being related to "healthier for you" diets. People will seek out "gluten-free" and there have been cases of restaurants serving "gluten-free" food that wasn't actually "gluten-free". I've heard a number of cases from actual gluten sensitive individuals who have a love/hate relationship with this fad. 1) More gluten-free things to choose from! Yay! 2) More "gluten-free" things that can potentially kill them, causing them to have to be even more careful than they already were with what they choose to eat! Boo!