One reason the clear packaging is important: Allergies.

A friend of mine is allergic to soy beans. While she can kind of tolerate soy sauce, tofu makes her incredibly ill. She reads ingredient lists carefully, but I doubt she'd do that when picking up a burger. I mean, it's just meat, right?! She already has a heck of a time getting cheese, ever since the grocery store by her decided to mix up the vegan and dairy cheeses in the display.

I do think the proposed labels are silly, but there should be nothing wrong with slapping a big 'Vegan' or 'Vegetarian' on there somewhere. I mean, that's just good marketing, right?