I think what he’s saying is those people who choose to not eat meat contribute less animals being killed than those who choose to eat meat. There is therefore a feasible moral high ground for them to take.

Compare this to people promoting eating more meat. I don’t see a reasonable moral argument for this and because of that it ‘feels’ a bit like an F you to those people who are choosing to not eat meat.

I’m not a vegan or vegetarian, I eat meat, but this is how I perceive the current diet landscape in which this ‘carnivore’ diet seems to be trending up.