Yes you might be right with that take. My hope is that vegans will welcome this change, from what I can tell the animal rights movement has grown up a lot in the last decade or so. Most people still have PETA in mind but the movement as a whole either rejects them entirely, or are trying to make them change their approach (because its pissing people off), and instead go for more pragmatic attempts to reduce suffering.

The latest goal is 50by40: reduce the production of animal products internationally by 50% by the year 2040. A solid target in my opinion.