In my, admittedly limited, experience this isn't unusual.
Vegan #1: has quite a big Instagram following based on the fact she's apparently vegan and raising her children vegan. Her Instagram account is NOT representative of real life. She'll post pics of her kids eating some pretentious grain and jackfruit combo with a load of preachy hashtags. The comments underneath will be from other parents praising her for raising her children vegan, asking for tips etc, she posts smug responses implying parents who feed their kids processed meat are abusive. Let me tell you that their weekly post-swimming lesson dinner is a drive thru McDonald's, kids have nuggets and milkshake every Wednesday. They also have normal school dinners. They probably eat more meat than me.
Vegan #2: also on Instagram (I do think social media has instigated this rise in fake veganism). Again, preachy and smug. Stood a few people ahead of me in the petrol station queue the other day, with a KitKat chunky in her hands. Saw her already snarfing it down as she drove off the forecourt.
Vegans #3&4: aka my BIL and SIL, went vegan. Except for if they were getting takeaway coffees, as they don't like soy. And except if they order a takeaway pizza, because they deserve a treat and vegan cheese is gross. And except for the paté they served up to my genuinely vegetarian (and horrified) other SIL. They didnt see the big deal. And many other exceptions.
They enjoy lecturing other people on health and environmental issues, but don't enjoy the harsh reality of a life without cheese and animal livers.
Of course there are genuine vegans, and I don't care about them as long as they're not lecturing me. But this rise in veganism being seen as trendy or something to brag about, is definitely synonymous with lying through your animal eating teeth.