This is actually good because every protocol ideally must look the same to make traffic shaping and censorship harder. Either random stream of bytes or HTTP.
If you are designing a protocol, unless you have a secret deal with telcos, I suggest you masquerade it as something like HTTP so that it is more difficult to slow down your traffic.
No. If you masquerade as HTTPS you can set your SNI to trump.example.com or republicans.example.com and nobody would dare to slow down this traffic. If you have a custom, detectable protocol then you already lost the game.
There is not only censorship, but traffic shaping when some apps are given a slow lane to speed up other apps. By making your protocol identifiable you gain nothing good.
If you are designing a protocol, unless you have a secret deal with telcos, I suggest you masquerade it as something like HTTP so that it is more difficult to slow down your traffic.