I checked the book a few minutes ago and that was the reasons, def cop this book if you don't have it. Its a super good read filled with tons of great photo's and stories but here's an excerpt from the book about Zero Two (I'd scan it and the gnarly ad's but I don't have a scanner,sorry)
"Endorsing the message of cruelty-free footwear was an all-star vegan team consisting of Ed Templeton, Mike Vallely, and Brian Lotti. But as it turned out : "The company didn't last because it was a joke and as soon as Ed and I figured it out we bailed", said Vallely. Templeton agreed: "Th guy who made that company was not even a vegetarian,nor did he see his shoe as a skateboarding shoe!"
Then it goes on to the rise and fall of Sheep,(which is now back again I think)
Really good book, bummed there wasn't a section on Nadia but Rec's, Sens,Genetics,Link and a bunch of other flash in the pan companies got a feature