Earlier this month, President Donald Trump and his French counterpart, Emmanuel Macron, met in Paris on Bastille Day to cement, in the words of The New York Times, “an unlikely but budding relationship.” But their meeting was anticipated for another reason entirely. At the leaders’ previous encounter, during the NATO summit in Brussels in May, they famously exchanged a white-knuckled handshake. Their rematch on July 14 did not disappoint, as they clasped hands for nearly half a minute—while using their free hands to wave to the crowd, pat each other, and even, in Trump’s case, shake another person’s hand (Macron’s wife, Brigitte).

That epic grip ignited a media reaction that’s become all too familiar in the Trump era. “President Trump’s handshakes with world leaders are unlike any we’ve seen before, but this one, this never-ending handshake with the French president takes the cake,” Alisyn Camerota, of CNN’s New Day, said. “What does the president’s body language tell us about Mr. Trump?” With that, she introduced two body language experts. Chris Ulrich said Macron “steps into it and he starts grabbing the president’s hand and pulling it in, patting him on the back, both for dominance and support.” Jacqueline Whitmore, meanwhile, noted that Trump also put one hand on Brigitte’s shoulder. “When you see someone put their hands on a person’s shoulders that close to someone’s face, it’s a sign of intimacy and you only do that with someone you know extremely well,” she said.

CNN was hardly alone, as The New York Times, Daily Mail, Mic, Time, Independent and other outlets scrambled to find media-fluent body language experts to decode Trump’s behavior. They didn’t have to search very hard. With the rise of Trump—a socially awkward homebody forced to interact with polished world leaders—these experts have never been in greater demand, and they’re seizing the moment. Whitmore and Ulrich also appeared in the Times article. Another expert, Patti Wood, spoke to three of the outlets above.

According to Tonya Reiman, who was quoted by the Independent, there were only a handful of experts when she started in the field. “In 2006 there were probably five of us that were well known,” Reiman told me. “Now there’s probably fifty.” But Dr. Lillian Glass, who recently spoke with the Boston Globe about Trump’s long-awaited handshake with Russian President Vladimir Putin, said that if you’re looking for credible analysis, “There are a handful of us you can trust, the rest of us I wouldn’t deal with.”

An apparent boom in the body language industry raises questions about what, precisely, qualifies as expertise. After all, it’s not like you can get a Ph.D. in body language, though you can get one in “nonverbal communication” (or, more affordably, get trained through Reiman’s Body Language University, a free subscription section of her website). But all it takes to appear to be an expert is a professional-looking website or a robust social media presence. “Everybody’s got something to say whether they’re an expert or not,” said Ruth Sherman, a communications coach and author. “I don’t think most of them know what they’re talking about. I think they’re just thinking no one’s going to check.”