Because they enjoy the taste and/or it's something very familiar and comforting to them; it's not at all difficult to understand. Especially if someone is new

Because they enjoy the taste and/or it's something very familiar and comforting to them; it's not at all difficult to understand. Especially if someone is new to vegetarian food and don't know what those "zillions of awesome vegetarian dishes" even are, let alone how to prepare them.