Well, they are trying to market to people who buy organic dog treats, doggy birthday cakes, and cashmere doggy-sweaters, because those people have lots of money.

We actually had a guy who talked all about how his dog is his kid and how he buys organic this and whole grain that but admits that his dog is spoiled and badly behaved. Um - dude, I'll bet you'd both be a lot happier with a decent vet-formulated diet, some proper obedience training, and some more playtime in the park with you. Dogs aren't people (or accessories) - they are dogs.