PETA is up to it again - but rather than a sophisticated and worrysome marketing ploy that is capturing the attention of Hollywood and abroad, even PETA supporters are rolling their eyes at this one:

It seems PETA is trying to drum up some anti-fishing sentiment by attempting to re-name fish  "Sea Kittens."

I almost feel sorry for PETA.  It's as if they're losing so bad the organization isn't even trying anymore. This "re-naming" campaign subscribes to the same logic that suggests calling manure "cow pies" makes them sound like a tasty desert.

After all -- last time I tried to snuggle up to a yelloweye rockfish -- sorry, "Sea Kitten" -- I ended up with an infected gash on my thumb. I guess we'll be calling that "Cat Scratch Fever" now?

"A rose by any other name..."

But PETA should be careful about the Pandora's Box they're opening with this  "re-naming" ploy. Maybe the government of Newfoundland & Labrador will catch on and release a statement about how their province is valiantly heading out on to the ice this year to help curtail the booming population of disgusting, two-foot-long, fur-laden Ocean Rats. Yuck! Apparently these Ocean Rats squirm out of the sea onto the ice in the hundreds of thousands every year, and their population is growing at an alarming, out-of-control rate.

And the worst thing about Ocean Rats? They are decimating the poor little Sea Kittens.