[seec]

In order to signal virtue, the thing in question has to be considered virtuous, by the mainstream media intelligencia and generally the opponents as well. You cannot appear virtuous if what you stand for is contrary to the mainstream opinion of how moral behavior is supposed to look like. By deciding to give preference to history and the thing that is currently considered immoral (eating meat) they actually do the reverse of virtue signaling.

And yes, that is a pro free market move, because the only thing they say is: you can call your alternative product whatever you want and you may sell it as well, but do not try to confuse customers with historical naming that do not represent what your product is. Vegans/vegetarians are in general for an outright ban of those products, so basically authoritarian fascist behavior; but as always, it's the most tolerant called on his behavior and somehow it is found problematic that it is forbidden to lie on products packaging...