Gluten phobia--are that many people celiac afflicted?

When did gluten become hateable? I get that for people with celiac disease, life is downright unpleasant if they eat gluten, and that a diagnosis and diet change dramatically improve their lives. But all of a sudden at work, a rash of thirty-somethings, all women, have announced themselves to be gluten intolerant and are quite vocal about it whenever some poor sucker dares to bring bakery into a meeting. Is there something I don't understand about what gluten "does" to our bodies? (Please understand this is not in any way a put down of those who are living with celiac disease!) Sorry if I have missed an existing discussion of this topic.

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