Oh WOW. That one is awesome. I’ve gotta use it on the FReepathon thread, ok?
Who ever dreamed this one up has hit a home rule.
That is perfect!
The “eat” metaphor is not one directional.
To eat, or to consume can be taken as “to enjoy” or it can be taken as “to devour”.
Here are just some of the meanings that the “eat” metaphor can imply:
http://thesaurus.com/browse/eat?s=b
I would prefer some other slogan.
Do they eat sh_t?