Why not? I think there's a false conflation of veganism and health food (and gluten-free, though that's not relevant in this discussion). I love burgers, and fried chicken, and crappy chicken nuggets, but I don't want more animals to have to suffer for my sake than is necessary. I disagree on how hyper-specific that niche is.
IMO the core problem is that meat is so heavily subsidized that it's hard for them to compete.