Seems like it's a cute way of saying that it's a material and superficial way of life (like religious ceremony). Which might be true for some people. I've been a vegitarian since I was YOUTH CREW (lol) but I've kept doing it for my own reasons. Most people have no idea...
What I notice though is that people get attached to their diets and act offended when you don't eat something that they consider to be some core part of their life style(barbeque, steak, meaty burritos, sushi, vegan fake meat). Some people can and do get butt-hurt when they find out I don't eat meat and then want to play "gotcha" reindeer games.
A lot of vegetarianism is cloaked aesthetics.