Not sure I agree...loads of studies in the link below where 2g/kg or 1g/lb is the general consensus. Talking about gaining muscle here, which is hard to do in a deficit. When in a deficit, you're really looking to just preserve as much muscle mass as you can rather than build more
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4033492/
I do agree about supp companies selectively pushing information to benefit sales, that's just clever marketing really
You are looking to preserve muscle on a deficit than build more. Sure you wouldn't rather build more if you could? That would be my goal.
If you read the studies linked plenty compared lower intakes with around 1g/lb and didn't see benifit. It's funny how we all like to think we are special flowers.