It's good to see them putting the emphasis on eating less meat rather than cutting it out entirely. I do eat meat but I find myself eating less and less these days as non-meat alternatives become more appealing to me. I also don't eat "cheap" meat as I'm concerned about animal welfare. But I do take offense to vegans telling me that I'm evil because I don't fully embrace their choice of lifestyle and I'm sure most meat-eaters feel the same way.