I kind of understand his point, as he loves meat, but doesn't eat it as part of being the change etc - as he believes humans consume too much meat - and is generally to be seen pontificating, when the chance arises, about how people should eat meat once or twice a week, rather than at each meal because it's healthier, better for the environment etc etc. . .
At which point people like me just point at him and shout "BACON BACON BACON BACON BACON BACON BACON BACON!"