But isn't "war on protein" different from "let's change up the meat sector"? Maybe I'm missing something, but the former sounds far more like a conspiracy theo

But isn't "war on protein" different from "let's change up the meat sector"? Maybe I'm missing something, but the former sounds far more like a conspiracy theory to me, while the latter can be stated pretty matter-of-fact-ly, like your links prove. "War on protein" sounds so dramatic, like there are people in the background scheming, wanting to deprive us of certain nutrition and subsequently rule over us. But perhaps I'm reading too much into this. Personally, protein-deprivation is not really that far up on my list of fears. And for the record, I'm not against eating meat (or animal based protein, for that matter) per se. We're just eating far too much of it.