Look at these two pictures of fresh brands on cows. Which seems to be the lesser of the two evils? One looks raw and the other is only a temporary indention.
A LOT!
The following pics show various stages of hot brands. Granted, as with freeze branding, the more you do it, the better end result you will get from it.
I have cattlemen tell me some of the reasons they like the freeze branding is that it more visible from a distance, especially on dark cattle and the stress is so much less on the animals. The freeze branding does take more time per head but they agree it is worth it, as stress can affect things from breeding/AI to embryo transfers, etc.
~CATTLE~
~HORSES~
So now, which method do you consider more humane and more beneficial for the identification of livestock?