Gluten Free
Or any nutrition-based marketing phrase.
"Gluten Free" as a diet fad has some small value, but the far greater benefit is attempting to eat fresh natural foods in general (wheat, barley, and rye are, of course, inedible by humans in their natural state) and avoiding the processed ones, which are very likely to contain gluten.
"Gluten Free" is of tremendous importance to a person with celiac disease, such as my teenage son, for whom eating gluten has real and serious consequences.
For people who truly have a gluten problem, the new diet fad is very dangerous because it reduces public awareness of the real problem, even to the point of trivializing it, rather than raising awareness.
http://celiac.org/celiac-disease/what-is-celiac-disease/
I absolutely despise the phrase "it is what it is"
That one used to irritate me, a couple of decades ago when it first came around, but I have grown to like it and even use it myself sometimes when appropriate.
Rather than seeing it as defeatist, I read it as "Time to accept this and move on."