Labeling is the issue. I, personally, have no desire to consume horse meat no matter how tasty it may be. I feel the same way about goat, dog, cat, and whale. I know it's all in my head and that they are all perfectly edible protein sources. However, unless starving, I really don't want to eat them. That said, I have eaten whale, thought it was beef (and then happened to read the ingredients on the can while washing it for recycling), and found it pretty tasty. Couldn't touch the stuff after I knew what it was, though.