• People copy the dietary practices of pro bodybuilders on androgens. Steroids enable you to assimilate far more protein than you’d normally could.
• People based their recommendations on the flawed nitrogen balance studies back from when the world was still flat.
• The more is better heuristic. There are so many studies showing protein is good for you, it’s hard not to think more of it is even better.
• Supplement companies have an obvious financial incentive to make you want to believe you need more protein than you really do. There are actually several industry-sponsored studies showing absolutely miraculous benefits of consuming more protein (see for example the studies by Cribb).
• People can’t be bothered with decimals and just round up to the nearest convenient integer, which so happens to be an easy to remember 1.
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A lot of it really depends on the amount of caffeine in the drink. If you read my comments below, you’ll see how much caffeine it takes to increase your cortisol by 30%. You have to remember that supplement companies, in general, don’t care about your health or even your performance. What they care about is that you “feel” something when using their product and therefore you “believe” it’s doing some good so that you come back and buy their product again and again. That’s not to say that caffeine doesn’t have performance benefits because the literature is very clear that it does, but it’s a double-edged sword. So you have to weigh the pros and the cons with it and decide for yourself if it’s worth it based on your own individual performance and body transformation goals.