High protein is a claim about a serving, and a serving is a decision. One scoop of powder split across twelve cookies is about two grams each, and the title will still say protein.

The number worth reading is grams per serving with the batch size next to it. The cottage cheese ice cream here is 22g of protein a bowl and the recipe makes 2 bowls. The pumpkin protein muffins are 9g in a 100 calorie muffin. Same format on every recipe, so you can hold two of them against each other without doing any work.

Texture is the other half. Whey and casein pull water out of a batter, which is how a protein bake turns dry and chalky, so most of what is here starts from something already wet, usually Greek yogurt or cottage cheese. That is doing more for the result than the powder is.