Yes I've noticed that most (if not all) big names have jumped on the soy bandwagon! It's partly monetary, I suppose, but also because once a few start promoting it, then the others feel pressure - soy is "hip" now. They have some "science" to show that soy is "good" for people (stuff like how tofu has added calcium, and soy is a good source of protein - even though this is not an ideal way to take calcium, and most people overeat protein) but seems that the Science is a wee bit feeble and ignores other Science out there that shows the major problems with soy. So it's not to say that people (in general) shouldn't touch the stuff but definitely the bandwagon mass consumption of soy products (the way it is promoted). Traditional small amounts of traditional products seems to be the way to go, if you're going.