In a very unlike PETA campaign, nobody famous or pregnant is getting naked or comparing bizarre greyhound murders to chicken slaughter. Peta has done some market research and found that nobody likes fish. They're slimy, scaly, have eyes on either side of their pointy little heads, and are generally un-cuddly. So, in order to drum up some sympathies for these unloveable creatures they are re-branding them. Save the sea kitten, won't you?