I think it's just lots of cancer in general. Steve Jobs got noticed because he was famous. Ditto Patrick Swayze. My partner Lori passed away last year, one of 10,000 or so women in the US alone that die of cervical cancer. We got started with McDougall together. My mom just had a basal cell skin spot removed. My parents say everyone in their senior community has some cancer. There are 4 people on my small street that I now know have cancer.
Even so, three years ago, before Lori's diagnosis, with a busy work life, it wouldn't have attracted more than passing attention.
On the other hand, there are many places with 100x less cancer than here.
Cancer was rare before 1850, but since 1900 has become common. In 1900, it was already in top 10 causes of death, and it's only become more common since then.
Dr. Campbell (China Study) shows how excess protein plays a big role. But many aspects of modern life, from the initial injuries through weakened immunity and healing, play a part. Certainly diet plays a big part.
Lack of progress in science and medicine, despite trillions spent and wasted, indicates to me we still may not even correctly understand what's going on.
Good news is it appears cheap and simple prevention works.
There is a population of Orthodox monks on Mt Athos, Greece, who apply as adults (most will have grown up on SAD diets,) yet have no lung or bladder cancer, 4x less prostate cancer, virtually no heart disease, strokes, Alzheimer's, etc., and these men are age 50-104! And they eat... plants!