Didn't they recently discover that some plants have brains and retain memories or something? Maybe it was that they feel pain instead. I remember hearing it somewhere.
Either way, vegans, stop your vegetable cruelty!
Just to note, I wouldn't buy from a place that I knew had cruel animal practices (like the local fucking slaughterhouse. Assholes are plain sadistic with the sheep ;.; Reporting them does nothing because of the 'they're gonna die anyway' mentality of the local authorities) but I do eat me some good ol' meat~