That wasn't really what I meant. I think he just enjoys dropping verbal hand grenades for (general) effect. He likes words and he likes to provoke. And actually, I wouldn't necessarily say it worked with the China statement because much of the response was aimed at him and was negative. But I agree about Meat is Murder.
Yes, animal activists are known to say ‘outrageous’ things in order to give a voice to the voiceless. Since it’s not something that’s brought up much in our educational systems, media, etc.
I’m sure most people did not know about the treatment of animals in China before his statement. So it worked.
Just like most people didn’t think much about animal slaughter before they heard Meat is murder, a song that has turned many into vegetarians.