"It's not pleasant to think about the possibility that our movement could be in the process of being co-opted and neutralized according to a blueprint laid out 15 years ago by a meat industry consulting firm. But for the animal exploiting industries, there are billions of dollars at stake, and it stands to reason that they are going to commit serious resources to the protection of their interests, and they are going to play to win." James LaVeck, Invasion of the Movement Snatchers