We work in the food industry and I have to say most of the time people order gluten free items it's not because they're allergic/intolerant they just think it's healthier. At the same time my aunt has celiac and has been hospitalized twice in the last year because she ate bread that she thought was gluten free (gross stuff by the way). So, celiac is very real, but as you said above it's also very rare.
Thanks for the post!