Soooooo muuuuuch thiiiiis. It's the people who treat it like religion who drive me bonkers. When I was veg people used to be surprised or call me "the cool vegetarian" simply because I wasn't a pushy asshole. When people are that way, they are actually driving people away rather than making more people want to be veg. Sometimes I ask, do you want more people to be veg, or do you want to feel self-righteous? And I've actually had some answer that they don't care if they drive people away from a veg diet - so, they prefer to feel self-righteous, and aren't doing it for the animals or the Earth at all, but for themselves. It's like Christians who are genuinely nice and charitable and not pushy, and Christians who are busy telling everyone else that they're going to hell. Do you want more people to come to your church, or do you want to feel superior? If it's the latter...
So yeah, people who use religion or diet to feel superior can kiss my arse, they're just assholes.
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There are people going to steak restaurants to shout at others eating meat. I wouldn't do that as it is not the way to get them to change. We need to generally cut down on meat though. Having other options helps.