Most vegetarians are just people who don't eat meat. Sometimes it's a medical concern, sometimes they're just grossed out by slaughterhouses, sometimes it's a religious requirement.

Then there are the vegetarians that make these vegetarians wince, the ones who are all about vegetarianism because they want to tell you how much better they are than you.

The ones Stephen Colbert is sticking it to in this hilarious ad.

Warning: there's a brief shot in this video that's actually pretty gross.

If you're not familiar with the ASPCA ads Colbert is parodying, be thankful. They've rapidly become enshrined in pop culture as heart-rending guilt trips:

Colbert is obviously taking a potshot at PETA, not the ASPCA, but you don't want to see PETA's ads. No, seriously. You don't.