Current research suggest about 20 grams is more then enough to help rebuild and give the body what it needs. Fact is, so long as you eat a healthy & whole balanced diet by days end, you'll be fine...but if you want to optimize and run with body-building theory, then within an hour (that mythical "window") bring 20 grams of protein to the stomach and when you wake up the next day, you'll be bigger then Arnold!
Nobody wants to believe it, but unless you're under extreme caloric restriction and going days without good protein, your muscles will build just fine. A recent clinical study had woman doing weights and eating as low as 800 calories: they still made gains in lean body mass (muscle).
I dunno....could it possibly be that some companies manufacture a protein powder or supplement and then suggest, through their own studies, that consuming their product will make you an Adonis?......
Take 2 guys, work 'em identically....have one slam the 20-grams of protein shake after the workout, have the other guy get his 20 grams throughout the day. By years end, I doubt you'd see any difference whatsoever. It's all marketing, hype & buzz. They can't sell you a healthy diet, but they sure can slap a steroid-ripped photoshopped enhanced picture on the front of a 5-gallon jug that's half-filled with some Whey-laiden BCAA-enhanced powder and charge you $70 for it.
Don't, don't believe, don't believe the hype!
FWIW, I drink a chocolate protein shake while I workout. I tell myself it's so I have the building-blocks to rebuild the muscle I'm working....but in reality I just love any chocolate drink, especially if it has one of those cute little umbrellas in it.
