Soy hype?
I have to admit I didn't expect this, Lorette Luzajic's article at Gremolata, Spilling the beans, about soybeans, and how there may be a lot of popular misconceptions about their ultra-healthiness and traditionalism in Asian culture. Oops.
It turns out that Soybeans are Goitrogen, they suppress the function of the thyroid gland by interfering with iodine uptake, which may cause hypothyroidism. :-(
One of the early advocates of soybeans in North America was Dr. Earl Mindell's 1994 book, Soy Miracle. Dr. Mindell is no stranger to being associated with questionable advocacy of "natural health food" products, in some cases he was found to be have a vest interest (personal financial gain) in what he was promoting as healthy. (Reference: CBC Marketplace, originally aired on January 24, 2007 "Getting Juiced")
Too much hype is generally a sign of somebody working to create a perception. At least in my opinion, but I don't work in media / corporate relations or the Ministry of Truth.