We have used bovine before now, to do work in fields. As long as they're being treated well, it might not necessarily be 'bad' for them. I don't know how the bulls feel about the whole deal now, but I'm sure someone could actually monitor whether they enjoy the work or not.
They mention 'debudding' (chopping off the cow horns) but they don't mention whether they will dock the tails of the cows. I know that happens in America, I'm not sure about other places around the world though. The reason behind the tail docking (chopping off the tail) is because it annoys the workers..... I would assume they just wouldn't chop off the tails.
I guess, as a concept it's something I can very much see merit in. I wish they wouldn't talk about these animals as though their existence should be based on economic relevance. I suppose they're trying to show this to be economically viable as a model and maybe to the general public, it's worded in the right way. But for me, I'm a little squeamish about them talking in those terms.