That's not how it works, they're just inflating the importance of their work by elevating it to a battlefield, and they're the heroes.

You see it across all kinds of industries. Presumably each individual is just engaged in the solitary imaginary thought war. Surely they're not soldiers on multiple fronts. Superheroes?

There is a difference between inflating your work, and flat out lie. The previous guidelines weren’t against protein at all. The mentioned war didn’t exist at all in these. The protein target is about the same as 10 years ago. Back then the only recommendation regarding this was, that more seafood and nuts would be better for almost everybody, and for some people less meat. So generally, that we should consume more protein. So the “war” wasn’t there.

Au contrair, wars invigorate reactionaries, they don’t know any other way to live.

wars invigorate donations, they don’t know any other way to make money