Chipotle is one example. Its all veggie then "Pick your protein". Suspect this is the first step to normalizing fake soy based "meat".
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I am pretty sure this is just coming from culinary/gastronomy jargon. Even 15+ years ago on all the cooking shows like Top Chef/Hell's Kitchen they would always talk about picking your "protein." This was also a period where it was a fad to combine science/technology and cooking (hence gastronomy) and part of that was making cooking more technical/jargon-y.