A couple of years back I had a rather abrupt dietary change due to some health issues. One of the key parts was the total elimination of cheese from my diet. I began to say to myself, "Props to those National Dairy Council guys," because cheese was everywhere I looked. It is kind of impressive, really.
I am not against labels like "fake milk." If anything, I find myself increasingly annoyed by products that are not what they actually claim to be: silk that is not really silk, milk that is not actually milk. I'm quite okay with linguistic prescriptivism when it comes to product names.