Don't eat the sea kittens?

I want to love PETA, but come-- on rebranding fish as “sea kittens”?

I see where PETA is coming from. Kittens are cute, fish aren’t; people love kittens, not fish. But seriously, does PETA think it can change the English language and raise a new generation who call fish “sea kittens”? PETA even went as far writing a children's bedtime story telling the horrors of fishing. Kids aren't dumb, they'll know the fish are sea kittens when they see them swimming without their "kitten" suits on.

Imagine the guy who pitched this idea.