When somebody sees themselves as more compassionate than the Torah…
Well, sure, if they were saying that, but they’re not necessarily saying that. I haven’t read their literature, but I’m assuming that they are claiming that their compassion, and abstinence from animal products, is sanctioned and even applauded by the Torah.
I think they are distorting the Torah’s views, but by claiming that they are in consonance with them, and not directly contradicting the words of Chazal, they might be saving themselves from being considered apikorsim.
At the very least, though, they are r”l headed in that direction, l”a.