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In one of the most ambitious rebranding efforts ever, PETA has embarked on a plan to refer to fish as "sea kittens." Why? Because who would want to snare, gut and chow down on a sea kitten? According to PETA's Save the Sea Kittens site, fish have been the victim of tragically bad PR: "When your name can also be used as a verb that means driving a hook through your head, it's time for a serious image makeover."
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