American Humane’s certification is intended as a promise to ethically-minded audience members. It appears, though, in the closing credits of The Hobbit: An Unexpected Journey—a production which saw 27 horses die after being kept at a farm filled with bluffs, sinkholes and other death traps.

Werner Herzog said “facts do not constitute truth—there is a deeper stratum”. So, how do we select which incomplete pictures to put our faith in? Where do we choose to find our truths?