Where I live grocery stores are a terrible example, all the plant proteins are jacked up in price with marketing about how it’s organic and vegan and will cure cancer yada yada. And then the wheys they sell are blends with low actual protein content and/or poor aminos.

I buy my protein from a bulk supplements supplier, and soy is 75% of the cost of the cheapest whey, gram for gram of actual protein content.

Creatine is still very much a thing, but I think everyone actually knows what it is and what it does and it’s not treated as a magic bullet any more.

Mainly what seems to have changed is that steroids and TRT have exploded in popularity, and a scary number of under 18s are doing it.

Apart from that I couldn’t tell you, it’s all happening on Insta and TikTok now and I don’t participate.

More research isn’t a bad thing, but this really isn’t news. If you’re a nerd who’s into lifting you’d already know that soy protein is a top tier source of all the important amino acids for muscle gain. And it’s cheaper than whey.

It’s also not very popular because the manosphere tells men that consuming it will feminize them. Yes, really. They took the “soy boy” thing very literally and ran with it off the deep end.