The authors appear to be unaware of this obvious flaw in their methodology.

>"On one hand, if it's only 12% accounting for half the beef consumption, you could make some big gains if you get those 12% on board," Rose said. "On the other hand, those 12% may be most resistant to change."

What an absolute turd. I don't know what would make me madder, someone who lies through their teeth to manipulate or someone who is this highly educated and yet so astoundingly dumb.