The most effective way to distort reality is to deny it; if we tell ourselves there isn't a problem, then we never have to worry about what to do about it. And the most effective way to deny a reality is to make it invisible.

Often, vegan advocates assume that a person's defensiveness is the result of selfishness or apathy, when in fact it is much more likely the result of systematic and intensive social conditioning.

It's just the way things are. Take a moment to consider this statement. Really think about it. We send one species to the butcher and give our love and kindness to another apparently for no reason other than because it's the way things are. When our attitudes and behaviors towards animals are so inconsistent, and this inconsistency is so unexamined, we can safely say we have been fed absurdities. It is absurd that we eat pigs and love dogs and don't even know why. Many of us spend long minutes in the aisle of the drugstore mulling over what toothpaste to buy. Yet most of don't spend any time at all thinking about what species of animal we eat and why. Our choices as consumers drive an industry that kills ten billion animals per year in the United States alone. If we choose to support this industry and the best reason we can come up with is because it's the way things are, clearly something is amiss. What could cause an entire society of people to check their thinking caps at the door--and to not even realize they're doing so? Though this question is quite complex, the answer is quite simple: carnism.

Violent ideologies follow their own logic, the logic that sustains the system - a convoluted logic that unravels when it, itself, is labeled.

We are the collateral damage of carnism; we pay for it with our health, our environment, and our taxes - $7.64 billion a year, to be exact.

Our values and behaviors are incongruent, and this incongruence causes us a certain degree of moral discomfort. In order to alleviate this discomfort, we have three choices: we can change our values to match our behaviors, we can change our behaviors to match our values, or we can change our perception of our behaviors so that they appear to match our values.