Well, somebody had to write an article on <something>. I'm sure this is news to someone in the universe. I don't see any overt marketing except for the mention of certain drinks and where they are shelved (on my way, now). I think the key point is that when anyone trains or exerts hard they 'feel' like they need something to recover. And there is a very distinct psychological window as well as a physical window open for some kind of recovery solution. The smartest marketers go after this post-excercise depressive 'slump' or anxiety. For them to imply that vegetarians require additional protein is ludicrous - that really does show how ill informed and idiotic the writer truly is.