When DID protein get such a bad name? And WHY?????

The dietary guidelines for protein is 2-3 servings of meat/beans a day. And a "serving" is described as 2-3 oz! (that's not enough to fill ME up!)

Why does everyone think bad about protein? I remember growing up and being told to eat my dinner because I needed my protein. When did our protein needs change? I know "fat is bad" because of heart disease, etc ....but when did protein become bad?!?!?!?