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The people for the ethical treatment of animals have decided that if they get people to start calling fish "sea kittens", people will have trouble telling the difference between their pet cats and the alewives washing up on the beach. Yeah, that will work. They wrote a children's book for this campaign. One of the characters in it, "Tony the Trout", is said to have pursued a double major in neuroscience and environmental studies. Pity he didn't augment the neuroscience with a little psychiatry. Maybe he'd be able to diagnose the problem ailing the person who came up with this campaign.