“Most people do care about animals.
Most people reject the idea that animals are just things.
Most people think that animals count morally.
So the goal is to convince those people that this all requires that they go vegan, and that ‘happy’ or ‘humane’ exploitation is not a morally acceptable alternative. If you think someone counts morally, you stop exploiting them; you don’t focus on exploiting them more ‘compassionately.'”
– Gary Francione