Looking "good" is still based on priors, which in anorexics, vegans, and ascetics usually involve perceptions of costs their brains subconsciously figure would be reduced if people ate less, ate less meat, or consumed less of everything.
Some vegans feel disgust when thinking of meat, even lab meat
"Disgust as embodied moral judgment"

Generally, all signaling is good from the perspective of the signaler's brain, which may be updated, like when Buddha left groups of ascetics to continue optimizing.