Animal Cruelty

Is it fair to say that people who are consciously vegan are morally superior because of the awareness that they have? Or do you think that whilst what they're doing is more moral, they're not actually more moral people? I feel somewhat hesitant to use that terminology simply because I feel that it can alienate someone if they don't understand the point of view. It seems almost like that expression of placing yourself on a high horse - which vegans don't ride horses either.