I think part of the issue is people tend to conflate “does something immoral/less moral than an alternative” and “is a bad person”.

I think most meat eaters would acknowledge that meat is inherently worse for the environment, and also less moral due to more animal suffering, than not eating meat. Doing so does not make them bad people, just like owning an iPhone doesn’t make someone a bad person, etc. And yet when the topic of "meat is immoral " comes up, people very quickly seem to think it is an accusation of them being a bad person?