That's one thing I've noticed in my environment: the number of vegetarians has exploded, there actually are several vegans now, and there is nobody loudly proclaiming how much they love meat and how they could never give that up. Likewise, nobody is claiming about activist vegans - which is probably due to the also relevant factor that none of the vegans and almost none of the vegetarians are activist. They're just setting an example, are willing to discuss it if you bring it up, and that's it.