This could come across as very cynical, but thanks to the music and some decent animation, the video is affecting and seems at least partly heart-felt. A game teaching children (and others) the ills of factory farming and the benefits of more responsible rearing methods doesn't sound like a completely terrible idea. As long as it's fun to play, of course - I don't have an iDevice to test it on, and it doesn't seem to be available for other platforms. 

Some of the comments that follow the short article on The Verge are as divisive and ill-informed as Internet discussions generally tend to be, but the tone is mostly intelligent and reasoned. A representative from Chipotle also seems to make a few comments,offering a balanced take on what the company is doing to make its products more sustainable and ethically-sourced.

Taking all this into account, and seen with a generous eye, the video and accompanying marketing campaign seem to be part of a positive trend, and evidence that food companies (even one which was once a subsidiary of McDonald's) are listening to consumer demand for more openness about the providence of their produce. It helps that Chipotle seems to have a relatively positive record in this regard, and is at least consistent with its message and approach to ethical farming.

The service, which is accessed via iOS and Android apps, aims to cut out middle men, reduce costs, and provides "meat delivered directly from small farms, where it was raised in a responsible manner — that is, free of cruelty, hormones, and antibiotics — in high enough quantities and on a regular schedule". Surveys linked in the article show an increase in demand for responsibly raised, organic meat, at least in some areas of the US, so the system has proved popular in the areas it has been launched in so far.