The meat industry has a very important role to play in this whole thing and that in many ways it makes it easy for people to be in denial about harm they're causing. I actually ran a survey asking people just a general population in the US about their views on animals. And what I found so interesting is how much people actually said they cared about animals, even about farm animals. But where they diverged from what a vegetarian would say was that they thought that the animals they were eating were probably treated okay.

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