wild horses

According to Wikipedia, Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 
I am relating this to the current wild horse situation in the United States. 
The organizations that are all for saving the wild horses and the organizations that those organizations are trying to shut down are all trying to cater to the consumer's wants and needs. It is interesting to look at the ideas that consumers use to relate to the subject, they put so much more emotion into their processes when there are animals involved. Even though if you look at it from an economical stand point, the only right way to fix the problem is through horse slaughter. BUT, that industry has been shut down by the people who are trying to save the horses. By using emotion to appeal to the consumer, those organizations have created a following that only sees horses that are oppressed by the government and trying to live wild and free; when in reality, they are skinny and sick and dying because there is nobody to take care of them. 
I think that consumer behavior is what is playing a big part in the situation and there needs to be a balance established with both sides.