This is PETA. They're not exactly known for their rational thought processes.
You must be crazy. Trying to get fish rebranded as "seakittens" so that people would stop eating them does nothing BUT scream rational thinking.
This immediately made me think of the sea kittens incident. Which I would have thought was a brilliant strategy to save fish from being eaten. When I was 7...
Successful and fortunate crime is called virtue. - Seneca