"Doesn't sound like their value proposition is really built around vegetrains/vegans at all" you are right - it's not. They care about convincing people to eat

"Doesn't sound like their value proposition is really built around vegetrains/vegans at all" you are right - it's not. They care about convincing people to eat less meat because that's where the greatest impact is. Veg's already don't eat meat - this is just a beneficial option that they can choose.