“I don't think veganism itself has changed as much as the perception of veganism and to a great extent the media presentation of veganism has changed,” he says. “The media has made it ‘cool’ to crave a vegetable. Vegans have at last been invited to the foodie party and they are reveling in their new freedom.”
Veganism is becoming cooler, that I agree with. The article overlooks that many followers of a plant-based diet also tend to be health conscious and prefer so-called "whole foods". Nevertheless it taps right into the increasingly positive temperament towards plant-based eating.