IBF fellow hoisting bros claiming "but I need my pruteen!", the dietary guidelines are favourable to more milk consumption AND you can easily substitute meat with more legumes.
Seriously dudes, we should eat more beans, lentils and chickpeas. They are tasty, filled with large amounts of protein and complex carbs, they are environmentally sound (grow easily, produce huge yields) and they are cheap as dirt. Half a year ago I began to reduce my beef/chicken intake by using legumes (usually in the form of chili and stews) and I've been making awesome progress while saving lots of money.
Eat more legumes. They are good for you.
That would mean a huge refocus and the potential for a market upset at the hands of new, disruptive players, not unlike what Tesla Motors is doing in the automotive industry. They won't have any of that. They'll be dragged into the future kicking and screaming.
Just large amounts of it and particularly in combination with the rest of the usual American/Western diet. We've been told for so long that beef is the superior meat (if not the superior food) that consumption has gone beyond what's healthy.