“…The engine behind this cultural indoctrination is largely animal-agriculture branding, which props up a fictional world so entrenched in our minds that we stopped questioning it long ago —a fictional world that tells us what we want to hear, shows us what we want to see, and ultimately reflects back upon us what we want to believe. It’s as if our minds have switched to autopilot.” - Farm to Fable: The Fictions of Our Animal Consuming Culture, Robert Grillo