They are ZLM supporters (Zygote Lives Matter)!
If they think a zygote life is the same as an unborn life and they would rather say, "Unborn lives Matter" for marketing purposes because they internally know ZLM sounds stupid, then from a moral standpoint, they still should use ZLM because they are only being specific.
Lila Rose is a ZLM activist! A zygote's life matters more to Lila Rose than 9 months of a street bitch'es pain.