In this recent paper, controversial agricultural scientist Temple Grandin makes a case for farmers to become more pro-active in opening up their operations to outside observers, especially affluent consumers in their 20's who are connected to social media like no generation before. Grandin's position is that consumers do not like to be surprised, and that every new undercover investigation that is released by animal rights activists erodes consumer confidence in the agricultural system. She enumerates numerous animal welfare problems that exist on factory farms, and how those problems can be addressed transparently by the industry.