Honestly, people get all "peoplez be eating the gluten-free for trendiness, what trendsters! I'm no hipster, I do it for the health".
I say, this is a good thing. So what if they are still eating processed food, it takes baby steps to change your eating and I think that a lot of people cutting out gluten may be able to show themselves how much better the feel without gluten in their diet. I think that the trajectory of the organics and gluten-free movements are opening up doors in preparation to move towards a more whole-foods based diet, which is excellent. Dietitians and paleohackers a like call these people sheep, for completely different reasons, and I think they are both missing the point. People are cutting out GLUTEN, something we KNOW a huge portion of the population is completely intolerant to. When has that become a bad thing? The ball starts rolling with a push, and I've met so many people who have tried going gluten free on a whim and have experienced increased clarity, better skin, less digestive troubles, and a flat stomach for the first time in their life- and that is JUST with removing gluten, even if it is partially replaced by a less harmful, but still pretty useless, alternative grain.