I don't really see it as hypocritical. They actually try to dissuade people from feeding kibble, and from feed exclusively or mainly processed foods, and their vegan foods actually come with an insert telling people that this is a bad idea, we understand your morals but please don't do this to your cat. However, as unfortunate as it is, there ARE people who will not consider feeding any thing but processed foods or anything but KIBBLE, and there are some cats, like Bump, who flat won't eat anything but kibble. They acknowledge that kibble is not good to feed, but people are going to feed it anyway, so they are trying to make it better. Not the best food out there, but better than what is currently out there. Just like there are some EXTREMELY misguided people who refuse to feed animal based foods to their pets, because of their own beliefs about what is ethical.