Shareholders Of Restaurant Chain Applebee's International Reject Proposal From Animal Rights Groups Calling For More Humane Way To Slaughter Chickens

My question is why? Why not make a simple change like this? It seems myopic and selfish to not do something so simple.

Article:

Applebee's slaughter policy stays in place

http://www.indystar.com/apps/pbcs.dll/article?
AID=/20060512/BUSINESS/605120422&Search
ID=73244334512283

Associated Press

OVERLAND PARK, Kan. -- For the second year in a row, shareholders of restaurant chain Applebee's International on Thursday rejected a proposal from animal rights groups calling for a more humane way to slaughter chickens.

People for the Ethical Treatment of Animals asked the company to begin providing quarterly reports on its suppliers' development of "controlled atmosphere killing," or CAK, which euthanizes chickens by gradually replacing their oxygen with inert gases.
Most slaughterhouses stun the chickens with electricity, which PETA claims often leaves the birds still aware when their throats are slit and their feathers are removed in boiling water.
The proposal received less than 5 percent of shareholder votes, Applebee's officials said during the company's annual meeting.
Last year, a similar proposal failed with less than 6 percent of the vote.
Applebee's says the technology, which is used in Europe, is unproven but that the company will continue to monitor its progress.
Matt Prescott, a campaign coordinator for PETA, said the group likely will take it up again next year. PETA has proposed the change to numerous restaurant and food processing companies, including Wendy's, Hormel Foods Corp., ConAgra and McDonald's.