Why do vegan products make people so angry?

Starting this off by stating I’m NOT a vegan. I have been, but some stuff crept back in. What I couldn’t fathom, at that time or now, is why the idea of meat substitutes or or certain cruelty free products trigger such extreme vitriol from people, esp on the cesspool of Facebook, and occasionally here/IG. Name calling, accusations of hypocrisy, pedantry about the shape of a patty or sausage. I'm just really confused why someone making less cruel or damaging consumption choices would enrage so many people.