"People who go around saying that it is wrong to fly and to eat meat are not so much making appeals to us from within our shared morality, but engaging in something more like "persuasive definition." They want us to look at the world and ourselves in a different way. Someday these prohibitions against flying and eating meat may be written into our moral psychology, but it will only be after there are viable, widely shared alternatives that are beginning to be widely adopted."

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