Yeah, I've worked next to a lunch place that describes itself as "plant inspired" rather than "vegan." It turns out that everything they serve is vegan, and they'll confirm it if you ask, but by taking the word "vegan" out of anything public-facing, it's a lot easier to get people to be interested in eating there.

I personally eat a low-meat diet (no more than 3 servings of meat a week), but don't generally feel the need to eat any kind of meat-substitutes; there are plenty of delicious, already vegetarian or already vegan foods. It does help eating only vegetarian and not fully vegan; cheese and eggs are good sources of both flavor and protein, and make a good "center" of a dish or "main course" of a meal that is sometimes hard to do with purely vegan food without substitutes, but I've also had plenty of delicious fully vegan meals without meat substitutes.

And even when getting closer to meat base dishes, I'm personally more likely to order a "black bean burger" or "chickpea burger" than a generic "veggie burger"; it helps to know what I'm getting, while a lot of the meat substitutes are complicated and processed. And for those processed items that do more often act as a stand in for meat, I generally prefer the more minimally processed ones like seitan, tempeh, or tofu, rather than a "tofu burger" that has a whole bunch of other things in it to make it more similar to a hamburger.