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But worrying about data is probably just a distraction, because, ultimately, “pet” is a relative term—there are more fish in our home aquariums than there are pet dogs, and any category that lumps the two together feels inadequate.

Rabbits, as this passer-by is implying, are widely consumed in other countries. Western Europeans love rabbit sausage, slow-cooked rabbit stews, and braised bunny dishes, while the Chinese—who account for 30% of global rabbit consumption—consider rabbit’s head a delicacy. + Rabbit was even a staple of the American diet at one time. It helped sustain the European transplants who migrated west across the frontier, and during World War II, eating rabbit was promoted as an act of patriotism akin to growing a victory garden. But as small farms gave way to large-scale operations, rabbit meat’s popularity melted away and other meats took over.

Herzog started thinking about this 20 years ago, when he was sitting in a hotel bar having a beer with the psychologist and animal rights activist, Ken Shapiro. Herzog knew Shapiro was a vegan; Shapiro knew Herzog ate meat. Both men had read all of the same psychology and animal-rights literature, and both spent a lot of time working through the same philosophical questions. But somehow, they came to different conclusions about how to live their lives. + “Hal, I don’t get it: why aren’t you like us?” Shapiro suddenly asked. Herzog didn’t have an answer. He still doesn’t. + “I’ve been struggling with this for a long time,” Herzog says. “I can handle moral ambiguity. I can deal with it. So I don’t have that need for moral consistency that animal activists do.” He laughs a little. “And I know that their logic is better than mine, so I don’t even try arguing with them. They win in these arguments.” +

The documents they have compiled and the interviews they have conducted with retired employees and officials show that, as early as 1977, Exxon (now ExxonMobil, one of the world’s largest oil companies) knew that its main product would heat up the planet disastrously. This did not prevent the company from then spending decades helping to organize the campaigns of disinformation and denial that have slowed—perhaps fatally—the planet’s response to global warming.

The default lingo of high party officials, even on the most solemn occasions, includes banal aphorisms like, “to be turned into iron, the metal must be strong.” Official proclamations and the nightly newscasts speak of “social harmony” and the “Chinese spirit.” In addition to promoting the “China Dream” and a strong work ethic, President Xi Jinping is known for uttering lines like, “Never allow eating the Communist Party’s food and then smashing the Communist Party’s cooking pots.”The government’s propaganda and education machinery moved past the revolutionary bloodthirsty bitterness. Our textbooks are litanies of brutal heroic deeds: “Stop a gun with your chest, hold a bomb in your hands, lie on a fire without moving, until you burn to death.” Nearly every Chinese child still wears a red scarf, “dyed with martyr's blood,” and many grow up singing the young pioneers’ songs: “Always prepared, to perform noble feats, to wipe out our enemy.”