Is more protein always better?

No — there is a point of diminishing returns, and "more is better" is a supplement-marketing reflex, not a rule. For most people a daily intake in the general 0.7–1.0 g/lb range covers the bases, and stacking far beyond it mostly adds cost and calories. There are also individual limits: anyone with kidney disease or certain conditions has a specific reason not to push protein high, which is exactly why targets belong with a clinician rather than a label. Our job is to help you hit a sensible number efficiently and cheaply, not to sell you the biggest one.