Why are HNers so dismissive? Every single story like this has an inevitable "thought this was well known" comment. Most of the general population, would assume

Why are HNers so dismissive? Every single story like this has an inevitable "thought this was well known" comment. Most of the general population, would assume that a 100% cheese should not contain wood pulp. The article mentions multiple brands that were "mislabelled", which is clear-cut fraud. Further, most of them did not list cellulose in the ingredients. Even if they did, I'm not sure how lay-people are supposed to understand that this means it is artificial.