I have to disagree. Assuming you are vegan, I would think that you would understand by now that non-vegans are the ones scared of the term, and even though NE doesn't throw the word in people's face, that is the whole point. We as vegans are already educated about the benefits of a vegan diet. It's the non vegans who need catering too in order to get them to see, and taste, that vegan is good! And you were still hungry for fries after all those main courses? The one thing that stood out to me was the portions, and they do not skimp on ingredients! One burger alone is enough to satisfy an enormous appetite! I seriously hope you reconsider your opinion, because most non vegans can't handle the word vegan, and they are the ones who need to change for themselves, the animals, and the earth. The word vegan would only alienate them from embracing a change. (ever read the book Vegan Freak?)