I agree with your first paragraph, but I've got a different take than your second one. I don't think they're abandoning their ideals, just the way they're presenting their goals. The product still does all the good it has from the start, but the sad reality is that an upsettingly large percent of the population has been brainwashed to see that as an opposition to their way of life. Instead of using messaging that is an immediate turn off to that sector, or making people think they're taking a political stance by supporting something plant based, it seems win/win to find another way to talk about this. The company can be more profitable, which is obviously good for them, but in doing so it means more people are open to consuming something that isn't hurting the planet or their own bodies. I think the point he's trying to make is a good one. This shouldn't be a political issue, but the once apolitical and admittedly niche stance has been tainted by smear campaigns. To make a bigger difference, you need a bigger audience. To get a bigger audience, you need to become appealing beyond your current one.