What is “cheese”? Is a Kraft American Single “cheese”? What about Cheese Whiz?

Certainly there’s a lot of debate about “cheese” even before getting into vegan

If plant-based cheese is ever going to gain mainstream acceptance, it will be necessary to fall under the "cheese" category alongside cow, goat, and other animal-based cheeses. The founder of Impossible Foods has a great framing on this about targeting meat-eaters with a substitute, rather than going after the much smaller group of highly incentivized vegetarians/vegans.

There are multiple legal fights by animal agriculture lobbying groups to exclude plant-based products from using the meat/cheese/egg terms, specifically (IMO) to try to maintain the status quo and prevent these products from gaining traction.

Ultimately there are no natural laws governing language, and given the above acceptance of plant-based products under these terms is a fight worth fighting for anyone hoping to see them gain traction and mainstream acceptance.

The EU has protections these sort of brand dilutions. You can't call it cheese if it doesn't come from milk and you can't call it milk if it doesn't come from a teat.