Oh, Ms. Joy, this was not very good at all. Or perhaps it's written for an omnivore audience. It's very very basic animal rights philosophy and an introduction to a system Joy calls carnism. Perhaps the most interesting conclusion she draws, and one that, in retrospect should be obvious to vegans (but wasn't to me!) is the worldview that only veg*nism is a choice, that meat-eating is seen as the normal, natural thing to do when in reality it is also a definite choice. Joy explores some of the ways we are conditioned to believe this, how it is psychologically and socially ingrained in us, and how the meat and egg and dairy lobbies make sure to keep this indoctrination alive and well.
But the tone of the book is like a lecture to some rather foolish people -- almost condescending. The overuse of italics is annoying and the repeated information ("as we discussed in chapter 1", "as we discussed in chapter two", etc) really got on my nerves. This book I think could be helpful for omnivores who want to change but for activists it's not worth the read.