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This movie captures the motivations of an animal rights activist. Through his eyes, we explore the paradoxes in our society --- of being an animal lover and yet consuming some of them --- stemming from social conditioning and cognitive dissonance. The protagonist describes his journey and his motives and beliefs. Through this film, he tells us the real story behind the happy facade of our food choices and the difficulty and incessant obstruction faced by activists to stand against the unjust and powerful system.