Is Protein More Politically Correct Than Meat?

Here at UC Irvine they serve a delicious pasta where they fry up a delicious combination of vegetables, pasta and meat of your choosing.  Except they won't refer to the meat as... meat.  They ask "what form of protein would you like with this: chicken, steak or shrimp?"

The first time I was asked this I was completely taken back and chuckled a little after recovering from my confusion.   On a subsequent visit I built up the courage to ask, "don't you mean: what kind of meat would you like?"  I was told, "we have been asked not to refer to this as meat but as a protein source." 

Interesting.  I believe that is a confession that, for whatever reason,  the word protein is more politically correct than meat.

So what do you think?  Is UC Irvine being a little over the top here?  Is this type of goofy behavior perceived at the other universities or jobs you are familiar with? (I didn't say the behavior is bad or wrong, just that stuff like this sounds silly.)