What they're actually saying is, "I feel guilty and don't like being reminded of it."

I will never understand people who think vegans are more annoying than steak snobs.

I once saw an apologist on an Instagram reel say, "I was able to go vegan, but that doesn't mean I expect you to be able to!"

I replied, "That's rather condescending because veganism is literally so easy to understand that even a child can get it. Why do you think you're above other people?"

And despite my response literally insinuating the exact opposite, I had a really tilted bozo respond to call me "patronizing" and "self-righteous."

Effectively, what it boils down to is projection. Because these people themselves can't imagine opposing oppression and exploitation for non-selfish reasons or anything besides personal gain, they feel an inclination to latch on some selfish motive to the psychology of vegans, and accusations of us trying to feel "morally superior" is one way they do it.

I'm fine with anti-fascists as long as they don't think they are morally superior.

I'm fine with anti-genocide protesters as long as they don't think they are morally superior.

"it's rude to make me feel like my liberalism isn't ethically superior enough. superiority n smugness is our weapon for republicans; not for a left-as-they-come liberal like me!

"self-criticism is owie!"

I've been thinking about it and I wouldn't go back to meat and dairy even if it was fully ethically made in a lab or something. My primary reasons for switching were ethical but I've found so many other benefits!