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It needs to be an inclusive movement that invites people to make realistic and gradual steps; you're not going to get people to change overnight, and you definitely won't accomplish that by being a jerk.
I would have to disagree with that and point the the MASSIVE success of the Conservatives in America who have soundly defeated any and all opposition -- not by logical arguements but by simply out screaming and attacking everyone.
Who could resonably be opposed to being more energy efficent as a country?
And yet we aren't simply because the Republicans have screamed the loudest and called anyone who dared to suggest such a thing every dirty name in the book.
Under that kind of verbal assualt most have just given up and left the field. The Republicans win, basically, by default because no one (no sane person, anyway) wants to try to match them in their attacks.
Take any environmental issue and it's not great scholarship that is winning the debate for the Conservatives who oppose any and all forms of regulations -- it's just that most people just give up under the constant assualt these people like Limbaugh and O'Reily level.
So, I would disagree with you that being rude or being a jerk isn't effective.
It has not only won the White House but basically won every single battle the Republicans have ever fought.
Being a jerk seems to the formula for success -- so we can't really blame PETA for adopting what appears to be a winning formula.