With great respect to Fair Vote Canada, this expression of “every vote counts” I don't think is a good slogan. You've just heard how it can be turned around. Every vote is counted, and in a system of proportional representation, lots of votes in a different sense aren't counted. They're not represented, in part. There have to be thresholds.
So I don't rest my case for a proportional representation system on making every vote count. I don't think it's a good slogan.