I for one am loving the "fad" because in my tiny town, it used to be the only place to get gluten-free substitutes was at the health food store. But now one of my local grocery stores has a nice gluten-free section with all kinds of great foods. (several breads, baking mixes, cookies, crackers, and lots of other stuff.) If not for the fad I doubt they would bother. They are trying to cash in on the popularity of gluten-free and it makes my life both easier and less expensive. I can only hope that when the fad dies down they keep the gluten-free section.
I used to get hiccups several times a week and on days when I got them I had them several times a day. The ONLY thing that could give me temporary relief was a slice of lemon. But they would come back an hour or so later. Since going gluten-free I only get them once in a great while like a normal person would.
BUT! There are several supersensitives here on this forum and not one of them has ever claimed to have a gluten reaction to Coke or Pepsi. That indicates that whatever you are reacting to gives you a reaction that is SIMILAR to a glutening, but it is not a true glutening.