PETA as a political movement has long relied on shock ads and shock tactics to push their agenda. It would take a drastic change in leadership with-in that organization to reign back on the style that they think works for them. Too bad they're so enamored of their own style to realize that most of the western world thinks they're Eco-Nazzis and tune out the real message.

Of course, I eat meat and I have no problem with the responsible use of animal derived products, so if they want to run around looking and acting like wackos, I don't really loose much sleep over it...