It's not that rare anymore. And while it's true that there's a ton of low-quality evidence for non-celiac gluten sensitivity, I think it's become clear that there's something important there (and more research is needed, as if that needed saying).
Non-celiac gluten sensitivity is not believed to be fictional-- rather, experts disagree about the details of what it is, how it works, how it is identified, how we should classify different presentations, etc. So yes, the science is shaky, but there is plenty of evidence that it's "a thing"... or "some things".
My kid got diagnosed with celiac and it's hereditary so me and my SO had to get tested. I didn't have it, they do. Undiagnosed for decades.
Switched to gluten-free diet and they feel SO much better now. But the thing is that humans are really adaptive, you don't know what "good" feels if you've been feeling bad all your life - that's your normal level.
I suspect there may be something else going on, at least for some people. My girlfriend has digestive issues when she eats wheat, but rye and barley don’t seem to bother her. So I assume it’s not gluten specifically, but eating gluten free resolves the problem.