a lot of it is a fad
some people are gluten intolerant but there is a test for it and if you have it you do if not you probably should not avoid grains
if you look back over the past 50 yrs of diets and what not most of them were fads that came and went
all those key words are just marketing ploys
the companies are having a hey day because they can charge way more and make the packaging much smaller and people buy it because it is so "healthy"