This article is a bit dated from 2011. I wonder if things have changed since then. Not because people are more honest but because the landscape of vegetarian products have improved. From what I've heard and read, the substitute meat and cheese products have improved enough that in blind tests, some people have been fooled. That's a big difference from even 5 years ago. Also, places like Costco are selling more vegan and organic food in the past couple years. People must be eating enough of it for it to be profitable. I've heard that Chao cheese substitute is really good. Ben and Jerry's have non-dairy ice creams that are going over well. Those are really new. I've heard good things about Field Roast fake meat products. It's probably a lot easier to be vegetarian than it was even 5 years ago, if you don't have to forgo the taste of foods that you're familiar with.