The propose re-branding them as "Sea kittens". Apparently, people don't empathise with slimy, scaly things, only with cute furry creatures. So the very attributes that serve to keep fish alive and give then a lustrous appearance are actually being down-played by PETA.You can create your own sea kitten on the website, but fortunately there is no contextual sieve, so you can give them any name to reflect how you relate to the little critters.
