We CANNOT let animal killers divert our attention away from their violence.
Humanewashers like Chipotle are trying to manipulate the public into believing that killing someone who doesn't want to die is not only perfectly acceptable, but that if you're nice enough to that innocent individual first* then that greedy violence is a good, positive thing.
That insistence that speciesist violence is not only acceptable but a positive thing is moving our culture deeper into speciesism and complacency with violence, and further away from liberationism.
Which is why perpetuating the humane myth (and focusing on welfare, while ignoring the violence of the murder that life ends in, however nicely the animal was treated beforehand) is a threat to the liberation movement.
I'll also insist here that distracting liberationists from violence with plant-based options is a threat to the liberation movement. Being vegan-friendly =/= being animal-friendly, let's not confuse the two, nor let the former distract us from a failure of the latter.
I mean look, Chipotle even has us "animal RIGHTS activists" talking about plant-based food options for human consumers, instead of talking about the animals' rights, which are being violated beyond my human-privileged ability to even begin to comprehend in the slaughterhouses beside those tofu burritos and cute cartoons, RIGHT NOW.
That is why we have to target humanewashers. Utilizing the humane myth and offering plant-based options are a concerted effort by clever advertisers aiming to appease and distract the public so that no one challenges the company's speciesist violence. If Chipotle were genuinely moving our culture towards liberation, they would be challenging speciesism, and they would be saying that violence against innocent defenceless animals is wrong. But they're doing just the opposite, they're staying silent on speciesism (letting it perpetuate itself in its invisibility) and they're insisting that violence against innocent defenceless animals is a GOOD thing. What Chipotle is doing is not "a step in the right direction," it's a pull AWAY from liberationism, intended to keep people from realizing that the violence they engage in is wrong.
No compromise with slavery. No union with slaveholders. Especially the ones who are manipulating the public into believing that slavery and violence are positive things.
*To make matters even worse, this ideology of raising the exploited animals in pastures instead of factories is not one that Chipotle lives up to, but is merely a marketing ploy taking advantage of the lack of regulation in such advertising. Chipotle sources from Concentrated Animal Feeding Operations.