Protein products are used by anyone. Protein bars are quick and easy, protein powders offer a supplement to a meal for weight loss, among many other benefits and uses. THAT IS THE GROWING PART OF THE BUSINESS.
Pre-workouts are only for those 'hardcore' gym rats that want to extra pump when lifting weights. There is a HUGE market for proteins, yet pre-workouts don't seem to have much growth in my eyes.
SO MSLP getting heavy into proteins is genius.
There is many times I go out fishing, hiking, any outdoor activity where I don't have access to a meal, I will stop at a gas station and pick up a POWERBAR, or some sort of protein/snack bar, so I can have that energy throughout the day when I am away from meals. Biking, running, etc, I use protein bars as a way to keep energy levels up.
Just my 2cents as always, but protein > preworkouts, ALL DAY