It isn't particularly hard - 'half the average UK diet' is a bit of a stretch I think, but regardless there are plenty of food options. It isn't much different to being a vegetarian and certainly less hassle than finding out you've got a nut allergy that could kill you if you slip up re: food. It certainly doesn't have to cost more though.
Here's the CPI "food basket"


I've helpfully crossed out all the things you can't eat if you can't eat wheat. It's a significant chunk of things that aren't fruit, veg or fresh meat.
No, you're not going to die instantly like a particularly bad nut allergy, but you'll be able to eat a lot more with a nut allergy than a gluten allergy, same with vegetarianism (a lifestyle choice BTW, not a medical issue).
Now consider you're replacing most of those products up there with more expensive products (whether direct comparisons, such as bread to GF bread, or equivalents with the same nutritions value) and consider the extra time in preparing completely from fresh if you're a minimum wage factory worker on 40 hours a week and then consider why some people may find the diet they are forced to eat a problem, both economically and practically.
EDIT: Missed one - most cereal bars also have gluten in.
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