Thank you for the context about the situation and its aftermath. I’m sorry if I was too quick to judge this, I was just going off of my personal experiences. Vegans have a reputation for being insufferable that impedes our efforts to convince others, and stuff like this reinforces that. I’ve found that people are plenty aware of the moral arguments for veganism, so simply getting attention is not so helpful. The main obstacle is that people just don’t want to go through the self-reflection of why they should follow through with making a change.

I’d agree that trying to convince someone who is decisely opposed to a concept is a waste of time, and the owner seems like a huge asshole. But his more reasonable customers observing the actions of someone with the moral high ground can still be swayed. Anyway, it sounds like this has enabled a very positive net good regardless of what I thought of the original method, so I am happy to have been wrong.