Because it's an opportunity as a member of an in-group (in this case, Vegans living in LA) to signal the seriousness of their attachment to said in-group. "Look at how outraged I am, the lengths that I'll go to sustain our tribe." This isn't the sole reason. I guess some people might just be straight-up crazy. What's more is just how considered a position for breaking their veganism this is: ... But the Engelharts’ PR rep Diana Hossfeld says that Be Love Farm is the couple’s home — a private entity that does not supply food to Café Gratitude or sister vegan restaurant chain Gracias Madre, save for an occasional surplus of peaches or butternut squash. She also said the farm ascribes to the Engelharts’ “no waste philosophy” of farming and regenerative agriculture, which aims to restore soil health by mimicking the natural processes of nature.The couple, who had been vegetarians for 40 years, wrote about eating beef from a cow raised on their private farm in Northern California.