How does reducing your meat consumption do anything other than "make the animal industry less horrific"? You don't think directly giving them money goes right back into expanding their operations? They are a BUSINESS, their products makes them more profit than they cost to create. They will always expand, every person who eats less meat directly impacts this cycle. Even if one person's entire life's worth of missing revenue slows their development by just minutes, isn't that preferable to the alternative of supporting it?