I completely agree, but my thoughts are that it is biology in action -- people crave fats and sugars, and by themselves rice, beans, etc don't have much flavor.

I completely agree, but my thoughts are that it is biology in action -- people crave fats and sugars, and by themselves rice, beans, etc don't have much flavor. Or, the average American's palate has become so conditioned to sugar that they think those things don't have flavor. They have also been conditioned to think of meat as the go-to source for protein. Plus, frankly, there is a stigma of "rice and beans" being poor people food or even "ethnic" food in some circles, Ie: compare a meat / potato / bread heavy "traditional" American diet.