"This whole gluten intolerance thing is just a Western upper middle class fad. People are just orthorexic. Why would gluten intolerance increase all the sudden?"
Well, actually it's not a Western upper middle class fad. People in poor countries can be celiac, but they just die and people think it's from something else. When you are a refugee wasting away from chronic diarrhea, that's not so abnormal unfortunately. When you are in Central Illinois and suffering from the same, it is abnormal and you see a doctor and hopefully get a diagnosis.