Just a few years ago I might have been a little sceptical to this shift in emphasis, but the idea of more part-time vegans, people on "vegetable-based" diets and so on has grown on me. It will help veganism spread, become more mainstream and more socially acceptable, which means being a vegan will become easier. So I think this new approach is definitely the right way forward. It's also a brave step, since they risk alienating their core supporters, but hopefully they have done their research, and are careful to get the right balance, not compromise their core values etc.