Do we invite people to consider the first step, or demand the last step?
This came back to me when I saw this anecdotal post to the AAC, from Bryan Peas of Animal Protection and Rescue League:
We ran a small focus group (8 random [meat-eaters]) and Even If You Like Meat won hands down for content as well as cover (even though [basically the] same content as Why Vegan). Some liked Compassionate Choices as well. Nobody picked Why Vegan."