Although I think this movie could have been much better, I gave it a 7. I really liked the concept of meat-lovers experiencing the vegan lifestyle, gaining knowledge about what happens behind doors to provide people with animal products. This movie raises awareness of crazy animal suffering, which so few people really know about. It is also great that this movie takes only 1 hour, which makes it easer for people to decide to go watch this movie.
Before I'll start about the downside of this movie, I want to add that I am a vegetarian and am considering veganism.
The thing that really annoyed me in this movie and actually in general discussions about vegetarianism/veganism, is that vegetarians/vegans always try to prove they've made the right choice, by only showing the veganism supporting arguments, images, studies etcetera, without showing ANY nonsupporting arguments/studies. What about the risks of overconsumption of soy (which is easy with soymilk, because this is highly concentrated with soy), what about people with allergies/intolerances which heavily limit their food options, what about nutrients like vitamin B12 and DHA (an Omega-3 fatty acid), or maybe even some thoughts about the lack of availability of vegan products elsewhere in the world to provide a fully nutritious diet and there are many other points of discussion which are not as easy as you would want it.
For me there are also so many questions unanswered, which nobody seems to talk about and this subject is so much more complex than this movie is showing. At least they added a humorous touch to the movie (although some humor could have been better.. :)), which compensates this problem a little.
Overall, the movie is OK and especially a must watch for ignorant people (which we have LOTS of on this planet), but it would certainly not survive the real critic.