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I think another point of a campaign like this is to help those that may want to eat less meat for various reasons, but think their only other option is "rabbit food". If they hear that local restaurants and such are participating in 'meatless Mondays', perhaps they'll check it out and perhaps it'll help them do what they may already wish to do but are too lazy (ie, go buy a vegitarian cook book or something) to do on their own.
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