I don't have a problem with this, unless the demand results in intensive farming.
They are talking about wild rabbits which have considerably more natural lives than most farmed animals. If people ate more meat from managed wild sources (venison etc. that really needs the destruction of some animals as there are no longer natural predators) then there would be less intensive farming and less strain on the environment.
It's diversification at the end of the day - much like C4's push with fish at the moment. People won't stop eating meat and fish anytime soon.