The complaint about "rice" is that the tagging is incomplete. "vegan" isn't a bad facet, but the count is wrong. When you select "vegan", most vegan products are removed. I don't see how filtering wrong data isn't a valid complaint.

The problem is obviously that the data isn't tagged. But Costco is huge, profitable and doesn't have a huge inventory, so why can't they tag it? And if the tags are so incomplete, maybe it's better not to include them?