Yes! I have seen this a lot in the US. Some overweight guy/gal will proclaim "I need some protein right now" (no idea on what this determination is based on) or ask me (vegetarian) "where do you get your protein?".
Is it me or are Americans are more protein-minded than Europeans? Americans talking about health and food will often bring up protein in the first sentence, whereas a European (at least here in the Netherlands) more often will talk about fats, antioxidants, fibers. Protein is almost an afterthought. This is pure anecdotal evidence of course.
I've seen cereal boxes that say "good source of protein", and I feel like the sports bars section has a new brand of protein cookie or brownie every time I walk by it. Like yeah, you'll get diabeetus, but you'll have your protein!