“The path of the norm is the path of least resistance; it is the route we take when we’re on auto-pilot and don’t even realize we’re following a course of action that we haven’t consciously chosen. Most people who eat meat have no idea that they’re behaving in accordance with the tenets of a system that has defined many of their values, preferences, and behaviors. What they call ‘free choice’ is, in fact, the result of a narrowly obstructed set of options that have been chosen for them. ”

Melanie Joy, Why We Love Dogs, Eat Pigs, and Wear Cows: An Introduction to Carnism: The Belief System That Enables Us to Eat Some Animals and Not Others