Many people's bowels are not happy, and they're looking for answers by modifying their diets.
The increase is colon cancer among younger people is likely a result of the increased bowel disease among younger people.
The medical establishment is not really equipped for handle this rise in disease; much of the focus is on the development of expensive drugs that are basically cash-cows for pharmaceutical companies. For example, Remicade costs up to $20,000 a month -- and the market of potential users of it is many millions of people.
The financial math for researching non-drug treatments simply pales in comparison to the potential payoff for successfully developing a drug, even if the results are far-inferior to alternative approaches.