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If we are ever going to see a paradigm shift, we have to be clear about how we want the present paradigm to shift.We must be clear that veganism is the unequivocal baseline of anything that deserves to be called an __nimal rights_ movement. If __nimal rights_ means anything, it means that we cannot morally justify any animal exploitation; we cannot justify creating animals as human resources, however __umane_ that treatment may be.We must stop thinking that people will find veganism __aunting_ and that we have to promote something less than veganism. If we explain the moral ideas and the arguments in favor of veganism clearly, people will understand. They may not all go vegan immediately; in fact, most won__. But we should always be clear about the moral baseline. If someone wants to do less as an incremental matter, let that be her/his decision, and not something that we advise to do. The baseline should always be clear. We should never be promoting __appy_ or __umane_ exploitation as morally acceptable.