The point they were trying to make is meat bad and you should feel bad for eating it. Some people have no sense of pragmatic reality and need some cause to feel good about themselves, so they force everyone around them to watch food inc and virtue signal simply to fill in the void of where a real unique personality and opinion set should be. According to vegans agriculture as a whole is evil and everyone who eats a hamburger is equivalent to a sociopath who tortures animals for fun. Unfortunately they would have a point about cruelty and inhumane industrial farming practices, which is completely undercut by obnoxious high-horsing and blaming people for buying the hamburgers instead of the industry and lack of even the most basic rights for non-human animals.