Would you hook, filet and eat a ‘sea kitten’?

Sea-kittens copy

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." The campaign's actually been around a few months, but it got some renewed buzz in recent days when an Australian news story made the rounds on Digg. The call to action is for you to e-mail the director of the U.S. Fish and Wildlife Service, asking him to "stop promoting the hunting of sea kittens (otherwise known as 'fishing')." So, what creature should be rebranded next? I vote for the dung beetle. So what if it eats feces? We shouldn't rub its face in it—no matter how much it might enjoy the process.

—Posted by David Griner