This is ethical no man's land.
Chiptle's video is extremely well made, emotive and brings public attention to a world of terror that most people engage with every day when they eat and drink animal products. With nearly seven and a half million views in two months this video has brought to public attention the ironies of factory farming and the plight of animals raised for food.
However, this video is also made by a giant multinational corporation that serves up identical servings of ground up cow, pig and chicken in outlets across the globe and has just boosted their brand exposure by seven and a half million views in two months thereby effectively leading to more farm animals being brought to slaughter.
It's akin to a pistol manufacturer releasing a video about a peaceful world free from machine guns. Hypocrisy abounds but it's better than nothing. Isn't it?