It really doesn't bother me so much because a lot of people are gluten intolerant and don't know it; therefore, even non-DXd celiacs or gluten intolerants -- people who'd never have entertained such an idea -- are getting better, too (as long as they stick to the diet).
Also, as a few others have mentioned, it raised awareness...*and* it makes stores start stocking more gluten-free items (though I don't eat a lot of Frankenfoods).
I like the fact that it will create a greater demand for gluten-free foods but I don't like people thinking its some "fad". It is not a choice for the majority of people on it and I would probably now eat as much and not need to diet if I were eating regular food. I hope people can realize that this is a serious diet and not some silly fad diet like bananas or grapefruits only.