There are tons of anti-meat organisations out there, and if you want yours to be noticed you'll most likely have to resort to extreme measures, like PETA do. As little effect as your campaigns might have, if you can get people's attention then your cause will be able to make some progress at least.
That said, it doesn't make their methods are any less stupid. Comparing battery farming to mass genocide isn't going to convert anyone to their cause, and will most likely cause more people to oppose their views. There can be no doubt that they've shot themselves in the foot with this one.
