In all fairness, flexitarianism is a thing, and I know a lot of people who would never want to go fully vegetarian or vegan, but who want to reduce their meat i

In all fairness, flexitarianism is a thing, and I know a lot of people who would never want to go fully vegetarian or vegan, but who want to reduce their meat intake significantly, generally for environmental reasons. The change in messaging from "a single animal death is murder and unacceptable" to "any reduction is good, the more the better" is probably significantly not effective in this context at actually reducing overall meat consumption (although I unfortunately don't have any evidence for that hunch).