My contention is with the vocal minority of extremists who evangelize plant-only diets as the only right way to live, even though they aren't necessarily better. These people resort to less effective, morality based arguments to sway others (let's face it, most people care more about eating tasty food than saving the environment), indicating that their real concern isn't moving the needle on meat consumption, it's asserting their moral superiority in order to gain status among their peers.
A pragmatist would use effective tools to reduce the average person's meat consumption by 75% and that would solve a lot of problems. They'd cook healthy vegetable heavy dinners for their friends, or maybe promote pork/chicken instead of beef since those generate fewer emissions. A fanatic proclaims that the only solution is eliminating all meat consumption, and the fate of the earth is on the line.