Every time industrialists come up with a new way to help people lie to themselves about the moral, medical, and environmental consequences of animal consumption, no matter how gossamer the cover, people eat it up. But when the scientific community provides evidence that people can completely avoid T2 diabetes, heart disease, many major forms of cancer, and apparently even Alzheimer's, it doesn't move the needle one pip. People would rather lie to themselves and will selectively choose what facts to emotionally and intellectually process and which to pretend they never even heard.