Ask a Vietnamese peasant plowing his rice paddy with the help of a water buffalo what he thinks about the "ethical treatment of animals". He'll probably get a good chuckle out of it. Who thinks this crap up? I guess once you don't have to spend your entire day making a meager living stitching Reeboks together for fat American consumer feet, you can sit around the house idly and dream up idiotic causes to rally for. North America and Western Europe is filled with underworked and well-fed people who want their societies to "return to nature", while the remaining 95% of the planet's population says "Screw nature, let me in and give me an air-conditioned place and all the steak I can eat." An ecological conciousness is difficult to develop when you spend the better part of your life hip-deep in ecology, trying to get food for your family out of Mother Earth. Mother Earth tends to be surprisingly unyielding if you don't work her over with modern and motorized farm implements.
Humans are hardly the strongest species on the planet, but we do have those opposable thumbs and relatively big brains. Natural selection is what turned the gazelle and the cow into food. Their brains are barely adequate for breathing, moving and chewing grass at the same time, and you won't find a cow being too concerned with the ethical treatment of other species. A cow does not spend a single moment of its life thinking "Gee, I wonder what's going to happen to me tomorrow, or ten minutes from now." If cows were humans, they'd stand around and drool a lot. Cows and deer are perfectly free to develop brains enabling them to invent bullet-proof vests and ranged weapons, but they haven't been successful so far. Therefore, they are what's for dinner. If we didn't have guns, do you think lions and other predators would even tangentially concern themselves with ethics while they are busy fitting us into their dinner plans?
Bunch of morons...let them live in South America or sub-Saharan Africa for a year, and deny them everything they are rallying against now.