http://www.slate.com/articles/technology/future_tense/2014/0...
Animals are a huge deal, but I think the shock factor behind almonds is higher. "The entire animal industry in California uses a total of 30 percent, ok... wait, just almonds uses 10 percent?"
Perhaps especially because almonds are perceived as more of a luxury food than, say, ground beef or omelets.
I honestly don't see why they would feel targeted.
Almond growers are acting against the best interests of their community for personal profit. Using fresh water that California cannot afford to use to grow their own bank accounts, with negligible benefit to Californians. Californians shouldn't tolerate this.
"But they pay tax on that profit, that means they are giving back!" you might object.
That is little more than a bribe to shut people up. What is California going to do, use that tax money to import fresh water? From where? From everywhere that they are shipping almonds to? Using that money to fund desalination plants might be a decent idea, but Californians seem fairly dead-set against desalination and I doubt the almond tax money would cover it anyway.
So, that's one reason why almond farming is seeing more scrutiny recently.
Additionally, other crops can be and sometimes have been fallowed, while almond trees will apparently start to die without water, and take a decade to regrow.