“It is morally problematic, because more people are thinking of pets as people … They consider them part of their family, they think of them as their best friend, they wouldn’t sell them for a million dollars,” says Dr Hal Herzog, a professor of psychology at Western Carolina University and one of the founders of the budding field of anthrozoology, which examines human-animal relations. At the same time, research is revealing that the emotional lives of animals, even relatively “simple” animals such as goldfish, are far more complex and rich than we once thought (“dogs are people, too”, according to a 2013 New York Times comment piece by the neuroscientist Gregory Berns). “The logical consequence is that the more we attribute them with these characteristics, the less right we have to control every single aspect of their lives,” says Herzog.