This. I have seen and experienced how a radical view of vegetarianism (or veganism) deters people from doing anything about their meat consumption. Specially people who likes meat.

After meeting a couple of "relaxed vegetarians", who said something like "I'm vegetarian, but if there is no vegetarian option, I can eat meat too" my partner became pseudo vegetarian: she allows herself to eat meet one weekend per month. As myself, I became indoors vegetarian, as we do not consume meet indoors.