This is not a random gullible green author raising the flag of veganism. It is a rather detailed research on how does the American meat industry works. Every claim and factual citation is properly referenced. Even when the reference is only a website (people will believe anything that is on the internet), there are ways to do further checking on the veracity of the facts. You can also go farther than the author, and research the web for resources that try to debunk the things written on the book(not he does not do that himself). The author gets to his point without imposing veganism to the reader. It's up to the reader to make his own decisions. Highly recommend this book.