I suggest you look a little more into this because your view is completely wrong about people suddenly jumping on this. There were a bunch of studies going back long before COVID that demonstrated that medications like HCQ and Ivermectin had excellent anti-viral qualities. This isn't anything new.
What is new is the FDA, NIH, WHO and other organizations making an unprecedented effort to attack long used and very safe drugs for purposes other than what they were originally approved for. Typically they would not prevent its use as long as it has been proven safe for humans, which both have far more so than the vaccines. In the past the concept was that while it may not help since it is safe there is no harm in trying....the kitchen sink approach. For some reason this time they have gone absolutely crazy in preventing people from using HCQ and/or Ivermectin. And like I said, the aha moment for me was when Merck and others announced their new wonder drug to treat COVID that does EXACTLY the same thing as HCQ and Ivermectin, at much higher cost....and profit for Big Pharma.
The most benign explanation is that they are afraid that if there are cheap and effective treatments people will hesitate to get vaccinated. And that's not terribly benign because how many people could have been saved before the vaccines were even available. I saw a talk by an infectious disease doctor that he believed 75% could have been saved. The second most benign explanation is that if there was an approved, effective treatment they would lose the emergency use authorization for the vaccines....and that's by law. The least benign explanation is they are beholden to Big Pharma and preferred profits over saving lives. I would have gone with explanations one and two until the new wonder drugs were being bantied about. Now I go with the 3rd. There is no other rational explanation for what they did......unless of course they reject all the new wonder drugs that do the same thing as HCQ and Ivermectin.....which I predict will not happen. In fact they will approve them under the EUA process like the vaccines so the money starts to roll in as the vaccine revenue wanes.