Marino shows that chickens are as complex mentally as other birds and mammals. Yet common perceptions of chickens are slow to change in response to the science. Human capacities for willful ignorance, inattention, and avoidance keep us from learning about the animals we harm, and the inertia of habit and tradition keeps us from taking appropriate action in response to what we learn. It's essential for teachers and activists to find ways to overcome this inattention and inertia.