Gluten-free eating went from a niche medical necessity to a supermarket-wide marketing category, and this film asks why so many people now avoid a protein that was a non-issue a decade ago. It talks to dieters who swear cutting gluten fixed their energy and digestion, alongside doctors and nutrition researchers who point out that confirmed celiac disease affects a small fraction of the population, far fewer than the number of shoppers buying gluten-free bread and pasta. Interviews weigh the placebo effect, the influence of celebrity diet books, and the food industry's incentive to slap a premium label on products that were already gluten-free to begin with. The film does not dismiss people who report real symptom relief, but it presses on whether gluten itself is the cause or whether something else in processed wheat, or in the diets people replace it with, deserves the credit. It lands on skepticism about the fad without denying that some people have a genuine medical reason to avoid gluten.