That is just horrifying. I have definitely been eating less and less meat over the years - I now have it only once a week or so, and it's generally just a few bites.
In the same article, Peter Singer, of all people, said this of the growing number of people who eat meat only occasionally: "The surge is due to a sense of plateau. You've already reached out to the base of strict vegetarians, and it's hard to get beyond those numbers. People should go further, but it's progress in the right direction." This from the guy who wrote "Animal Liberation". He is most definitely not an incrementalist.