I don't want to speak for him, but I don't think that's what he was saying. Most people are unknowingly paying for cruelty. Keyword unknowingly. Therefore I would never say they are cruel... just blissfully unaware of what they're participating in.
However, there IS a spectrum on that. I think some people have some idea of what goes on, but choose to not think about it. And others might know much more about what actually goes on. And then there are people who know full well what goes on, but still participate in it. The latter obviously is much different than those who live in the fantasy world that these animals are skipping happily in the sunlight having a wonderful time before the day their throats are slit. The latter is clearly choosing one's own temporary sensory pleasure over compassion, mercy and justice.