We live in an age when you can prowl the streets of major cities and find human beings offering themselves in store windows, or just reach for the yellow pages and have them delivered. It is the same mindset at work, spreading in our world, and after a while this attitude can find nothing very special about anything or anybody, let alone whales.

The smell of factory farms . . . many notice these places only when the odours reach their homes, affecting their own quality of life. We create these animals for our profit and pleasure, playing with their genes, violating their dignity as living creatures, forcing them to lie and live in their own urine and excrement, turning pens into penitentiaries and frustrating their every desire except what is needed to keep them breathing and breeding. And then we complain about the smell.

If we are defined by reason and morality, then reason and morality must define our choices, even when animals are concerned. When people say, for example, that they like their veal or hot dogs too much to ever give them up, and yeah it's sad about the farms but that's just the way it is, reason hears in that the voice of gluttony. We can say that what makes a human being human is precisely the ability to understand that the suffering of an animal is more important than the taste of a treat.

When we shrink from the sight of something, when we shroud it in euphemism, that is usually a sign of inner conflict, of unsettled hearts, a sign that something has gone wrong in our moral reasoning.

When you start with a necessary evil, and then over time the necessity passes away, what's left?

Let's just call things what they are. When a man's love of finery clouds his moral judgment, that is vanity. When he lets a demanding palate make his moral choices, that is gluttony. When he ascribes the divine will to his own whims, that is pride. And when he gets angry at being reminded of animal suffering that his own daily choices might help avoid, that is moral cowardice.

Factory farming isn't just killing: It is negation, a complete denial of the animal as a living being with his or her own needs and nature. It is not the worst evil we can do, but it is the worst evil we can do to them.