PETA has a new campaign called Save the Sea Kittens. When I mentioned it to some folks at work, they thought I was kidding, but it's for real. It even played a part on the comics page.
As I've said before, I am not a vegetarian and I have no problem with hunting for food, but sport hunting (yes, even fishing) seems cruel to me.
Still, calling fish "Sea Kittens" and hoping that will get people to stop eating fish is a bit over the edge. If it gets people to think of fish as other animals and makes them think again about the idea of catch-and-release fishing (which I call maim and release), then that's fine, but I'm afraid that the impact will do more to bring ridicule to PETA's efforts.